In a digital first initiative, Polo Ralph Lauren and Epic Games’s Fortnite are coming together to present a collection of items designed specifically for the Fortnite game.
The capsule consists of full body racing gear for both men and women, outerwear, caps, boots as well as cosmetics. These items, featured in red, white, black and blue colorways, are to be known as the Stadium collection. All items feature a special redesigned Polo Pony logo created specifically for this collaboration. The Stadium Collection will be available in physical and digital formats (meaning you can wear it IRL).
According to Ralph Lauren’s Chief Branding and Innovation Officer, David Lauren, this collaboration aims to “deliver a groundbreaking experience to a new community of next generation players and consumers”. Lauren goes on to state that the “partnership represents a completely fresh take on the Ralph Lauren brand—designing for the metaverse first—that is thoroughly focused on the future”. The publicly traded company seems keen on becoming leaders of innovation within the digital fashion space. Fortnite boasts a user base of over 400 Million, which allows Ralph Lauren to be exposed to a large new audience, making this a promising and high potential partnership.
The physical collection will be available on the Ralph Lauren website on November 2 and the digital collection will only be available from the Fortnite website on November 5. To kick off the launch, Ralph Lauren x Fortnite have organized a series of events. The first one will be a streaming event featuring rapper Polo G, that will take place on November 3 at 1PM ET on Twitch. On the following day, November 4, Ralph Lauren will be the first luxury brand in history to co-host a global tournament on Fortnite called the “Stadium Cup”. The two brands are coming out guns blazing with this collection, it may not be the first of phygital collabs, as we have reported on a few similar collabs in the past, but it’s definitely one of the most exciting to date.
One could argue that a brand like Ralph Lauren continues to be successful because of its ability to be in tune with evolving technology trends such as digital assets. It raises questions around how other fashion brands will compete in this phygital space, whether it involves creating in-game digital items on platforms like Fortnite or creating NFTs recorded on the blockchain.