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Yuga Labs Teams Up With Gucci For Metaverse Project

In a move that signals a further exploration of Web3, luxury fashion brand Gucci has partnered with Yuga Labs, the creator of the famous virtual world Bored Ape game. This marks Gucci’s latest foray into digital fashion, a sector that continues to grow in popularity amongst the elite.

The partnership with Yuga Labs is underway this week, with plans to explore the potential of an expansive metaverse.

Gucci And Yuga Labs Unite To Take Fashion To The Next Level 

Gucci, a high-end fashion house, is delving further into Web3 and the Metaverse in partnership with Yuga Labs, creator of Bored Ape Yacht Club NFTs and metaverse games. By way of indication, the famous fashion firm tweeted a picture that displayed Gucci and Yuga Labs’ branding on a bottle seen in the trailer for Otherside.


Otherside is Yuga’s Bored Ape-themed virtual reality game that’s still under development. The tweet stated, “Continuing to scour the metaverse, the House collaborates with Yuga Labs. Look out as a fresh chemistry is formed, dissolving the distinction between the virtual and physical.”

The CEO of Gucci Vault and Metaverse Ventures, Robert Triefus, revealed that this agreement between the fashion label and Otherside would give Gucci an “active role” in their ongoing exploration of the metaverse.

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According to a Yuga Labs representative, the multi-year partnership is designed to increase the participation between their fans by investigating the meeting point between fashion and entertainment in the metaverse. The beginning of this association commences this week.

Gucci Leads The Way In Digital Fashion World 

Gucci has already taken several steps in the virtual world, including a previous link-up with 10KTF, a digital fashion agency purchased by Yuga Labs in autumn. The fashion giant and 10KTF jointly produced Gucci-branded digital outfits usable to embellish the avatars of proprietors of specific NFT collections.

Last year, Gucci invested in virtual land plots in The Sandbox, a metaverse gaming ecosystem. Additionally, they enabled in-store payments using ApeCoin—an Ethereum-built cryptocurrency related to the Bored Ape network.

In July 2022, the Otherside metaverse game welcomed its premier visitors with a “first trip” demo, allowing those who held Otherdeeds (digital plots of land) to explore its digital world. This past weekend, the company invited users back on a “second trip,” with a record 7,200 players joining in on the same game.

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The collaboration between Gucci and Yuga Labs is an exciting development for players in the Web3 and metaverse environment. By leveraging the metaverse, the two companies are paving the way for an entirely new, exciting, and secure experience.

With the ability to explore, interact, and transact in a virtual world, customers can experience the luxury of Gucci without leaving their homes.

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Bradley Nelson

Bradley Nelson is a US based cryptocurrency news writer for Tokenhell, he helps readers stay up to date with the latest trends and news from the blockchain and crypto world. Bradley has been a crypto enthusiast since 2018.

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