Retail in Asia


Tommy Hilfiger launches Virtual Tommy Play Store on Roblox

Tommy Hilfiger has launched a digital Tommy Play store on Roblox.

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In December, eight digital fashion designers from the Roblox community collaborated with Hilfiger to create the Tommy X Roblox Creators collection. The partnership grew to include Tommy Play, an immersive social hub with continual content upgrades for the Roblox community that debuted in June.

“We’re excited to announce this next phase of our Roblox collaboration,” announced Tommy Hilfiger. “Sharing these fun and unique aspects of our brand with the Roblox users is an innovative way to engage with the digital consumer. There are so many possibilities in the metaverse and this is just one more offering that we’ve created together.”

The shop serves as the focal point for the Tommy Jeans Pop Drop line, which includes hoodies, windbreakers, puffers, and accessories like a bucket hat and bumbag with the brand’s emblem. The main draw is a parkour park, located next to the retail area. There, members of the public can join a spray paint area to make their own tags and perform street dancing.

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Users of Roblox can also strive toward entering a secret area that has a DJ booth for parties. Once completed, players can locate their favourite tokens.