FUTURISTIC TOMMY PLAY METAVERSE STORE OPENS ON ROBLOX
In this next expansion of the ‘TOMMY PLAY’ space, a new retail store inspired by Bronx-street culture opens its doors to the Roblox community.
AMSTERDAM, THE NETHERLANDS (JULY 2022) – Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], further expands its ever-evolving Roblox experience with a virtual TOMMY PLAY store. The brand’s presence on Roblox launched in December 2021 with eight digital fashion designers from the Roblox community creating the Tommy X Roblox Creators collection. The collaboration then expanded to include the June 2022 launch of TOMMY PLAY, an immersive social space with ongoing content updates for the Roblox community. This latest step reflects Tommy Hilfiger’s continued ambitions to offer unique brand experiences to its global community.
“We’re excited to announce this next phase of our Roblox collaboration,” said Tommy Hilfiger. “Sharing these fun and unique aspects of our brand with the Roblox users is an innovative way we 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.”
Aiming to defy physics, the TOMMY PLAY store is spacious and set high in the sky. With a nod to the brand’s heritage, the store displays large stone animal statues inspired by the Bronx Zoo and features tags from local street artists – paying homage to the Bronx’s iconic imagery.
The store is a hub for the TOMMY JEANS Pop collection, products which include iconic puffers, windbreakers, hoodies and accessories, such as a logoed bucket hat and bumbag. Alongside the retail space, the main attraction is parkour, where the community can enter a spray paint area to create their own tags and unlock street dancing. Roblox users also can work towards getting into a secret space, complete with a DJ booth for hosting parties. Once achieved, users will find favorites such as a hotdog backpack and the chicken – now a main character in this map.
In this latest expansion phase, some of the original UGC creators from the December 2021 launch helped design the futuristic retail store – and some new creators joined up to help stock and design the digital store. Check out their creator profiles on Roblox: @StrapCode, @MahaIo, @Blizzei, @missmudmaam, @Martin_Rblx2, @Polarcub_art, and @RynityRift.
With over 50 million daily Roblox users, the partnership supports Tommy Hilfiger’s continued exploration of the digital, gaming and metaverse spaces. It complements Team Tommy, a community-led initiative that celebrates eight up-and-coming talents from the gaming community. Rooted in Tommy Hilfiger’s legacy of fostering new and emerging talent, Team Tommy seeks to empower a new wave of Futuremakers and champion creatives in the gaming space for their unique talents.
Friends and followers of the brand are invited to join the conversation on social media using #TommyHilfiger and @TommyHilfiger.
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About TOMMY HILFIGER
TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, uplifting and inspiring consumers since 1985. The brand creates iconic style, which comes alive at the intersection of the classic and the new, co-created with people who are shaping culture around the world. TOMMY HILFIGER celebrates the essence of classic American style with a modern twist. Tommy Hilfiger offers premium quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS lifestyles, with a breadth of collections including men’s, women’s and kids’ sportswear, denim, accessories, and footwear. Tommy Hilfiger has an unwavering commitment to sustainability and inclusivity.
Global retail sales of TOMMY HILFIGER products were approximately $9.3 billion in 2021 and the brand is powered by more than 16,000 associates worldwide — present in 100 countries and more than 2,000 retail stores, including its largest global flagship store at tommy.com. PVH acquired Tommy Hilfiger in 2010 and continues to oversee a focused approach to growing the brand’s worldwide relevance, presence, and long term growth.
About PVH Corp.
PVH is the growth platform for Calvin Klein and TOMMY HILFIGER. Through driving brand strength and relevance, we are connecting our global, iconic brands closer to where the consumer is going than ever before, today and with future generations. Guided by our values and enabled by our scale and global reach, we are driving fashion forward for good, as one team with one vision and one plan. That’s the Power of Us, that’s the Power of PVH+.
