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March 1, 2023: Los Angeles-based lifestyle and activewear brand Alo Yoga has launched a collection of digital wearables that avatars can wear in over a thousand metaverses and social media networks in 3D, AR, and VR. The unisex line features IRL bestsellers like the Alo Accolade Hoodie, Accolade Sweatpant, and canvas Bucket Hat and collaborates with Sawhorse Interactive. The line is available for redemption from March 1 to March 31, with monthlong activations culminating at Metaverse Fashion Week on March 27-29, including virtual yoga, breathwork, and meditation classes.
Alo Yoga entered the web3 space earlier this month, releasing NFTs to its Aspen Ski collection owners and launching a virtual store in partnership with Obsess and Meta. It launched a cryptocurrency facility at check-out in June and allowed employees to be paid in cryptocurrency.
According to Angelic Vendette, Alo Yoga Global Head of Marketing, the launch of digital wearables is a significant step towards the reality of digital clothing interoperability across the metaverse. Vendette said, “We had more leggings being worn in the metaverse last year than we did in real life, and we want to continue solidifying our presence within the digital realm, signifying both our investment in our community and in digital worlds, as digital identity and expression become more and more important.”
The digital wearables collection can be worn in partnerships with Zepeto, Roblox, Decentraland, The Sandbox, ReadyPlayerMe, RecRoom, VRChat, TikTok, and Snapchat. While the technology on each platform is different, Sawhorse Interactive helped create one outfit that can be worn across multiple platforms.
Danny Harris, Co-Founder and Co-CEO of Alo Yoga, said, “Web3 is quickly becoming the future of fashion and wellness, and Alo is eager to meet our community where they are in their everyday lives.”
