Downtown-based clothing retailer Forever 21 has released its first ever metaverse-inspired fashion collection in collaboration with Virtual Brand Group.
The F21 Metaverse Collection, resulting from the brand’s success in virtual product testing, is now available in retail stores and on Forever21.com.

The collection features hoodies and T-shirts, designed with elements from the brand’s virtual offerings and includes the real-life version of the fan-favorite Forever Beanie, the number one-selling item in Forever 21 Shop City on Roblox, according to a company release.

Winnie Park, Forever 21’s chief executive, said that the company’s initial goal with the Forever 21 Shop City site was to expand how it engaged with customers and make its products accessible to all.

“With the success of the virtual Forever Beanie in our Roblox store, we are thrilled to bring this beloved product and the entire F21 Metaverse Collection to life,” Park said in a statement.

Forever 21’s virtual store on Roblox features head-to-toe looks for anyone, with products ranging from apparel, accessories, shoes, costumes and much more, the company’s release said.

Roblox is a popular online video game developed by San Mateo-based Roblox Corp. that allows players to buy clothing items, such as those sold by Forever 21, for use on their game avatar. The Shop City feature also allows users to create and manage their own Forever 21 store.

Justin W. Hochberg, chief executive of Virtual Brand Group, the clothing retailer’s partner in the venture, said that since launching on Roblox last year, Forever 21 has pushed boundaries and became the first and largest retailer to make virtual fashion accessible.

“Roblox is a phenomenal platform, and I can’t wait to reveal the next exciting experience that consumers can expect from Shop City,” Hochberg said in a statement.
F21 Metaverse Collection starts at $14.99.