Forever 21 opens a store in the Roblox meta-universe

Forever 21 Shop City will allow Roblox users to have and manage their virtual store.

The American casual clothing brand Forever 21 has signed a partnership agreement with Virtual Brand Group, specializing in creating meta worlds. As a part of the partnership, Forever 21 will open its virtual clothing store on the multiplayer online platform Roblox, with about 49 million active players. 

Forever 21 Shop City will allow Roblox users to have and manage their virtual store. Participants will be offered to sell and buy Forever 21 branded merchandise, such as clothing and accessories, as well as hire employees for the store, opening up an “internal retailer. In addition, players will move merchandise from the physical world to the virtual world and back again.

Forever 21 Shop City also features four particular themed areas: an entertainment area, an obstacle course, a food court, and a yellow carpet where users can role-play, meet up with friends, find rare hidden items, and build their community.

Forever 21 Shop City is a community-driven game created and launched with some of Roblox’s most “trendy” custom content creators, venturebeat.com writes. The game will also feature stores created by fashion influencers such as KrystinPlays, Shaylo, and Sopo Squad. 

“Our partnership with Forever 21 is not only one of the biggest launches of the metaverse this year, but also a unique combination of physical and virtual worlds that provides real content from Forever 21 in the game,” commented Justin Hochberg, CEO of VBG.