UK’s Edit LDN makes metaverse debut with sneaker digital wearables

UK-based retail brand Edit LDN has officially joined the virtual world with its own premium store at Bloktopia, a virtual reality metaverse. Sneakers, in the form of digital wearables, will be offered for purchase on the platform through an NFT function, which will allow buyers’ avatars to wear them across hundreds of games and other metaverses.

“We clearly see a trend that luxury brands need a Web3 strategy, and for us, this feels like a natural fit. We’re finding our audience is more digitally focused, has an interest in Crypto and NFTs, and an increasing desire to attain product in different ways. Our partnership with Bloktopia is our first big step to executing our vision of being the most innovative player in the market,” said Moses Rashid, founder of The Edit LDN in a statement posted on Bloktopia’s blog.

“As a big sneakerhead myself, we’re really pleased to be able to partner with the UK’s number 1 sneaker destination, Edit LDN. Fortnite makes $2m a day from in-app purchases like skins (digital clothing) for avatars. Bloktopia will offer a different, interoperable option. Allowing the purchase of digital wearables, in this case sneakers, through an NFT function which means they won’t be restricted to just our metaverse, and can be worn across hundreds of games and other metaverses,” said CEO Ross Tavakoli.

Bloktopians will be able to buy Edit LDN’ sneaker NFTs for their avatar and then receive real-life sneakers for themselves.

Launched in January 2020, Edit LDN has enjoyed a 525% growth from Y1 to Y2 and already become the UK’s top sneaker destination.