• by Colin Kirkland , October 31, 2022

Iconic fashion brand Ralph Lauren has officially partnered with massively popular online metaverse-adjacent video game Fortnite for an on- and offline collection. The company has also redesigned its classic logo for the first time, transforming it from a horse to a cartoon llama.

The “Polo Stadium Collection” will include a limited number of physical items including hoodies, sweatshirts, sweatpants, button-down shirts, polo shirts and caps. Some of these items will become available on November 2, with others scheduled to drop in early December.

Prices, the company says, will range from $59.50 to $188, featuring the new Fortnite Llama logo. Digital outfits will drop for in-game sales between November 5 and 12, priced around 1,500 VBUX (or six U.S. dollars).

“The collection was concepted as a digital-first capsule, creatively influenced by a gaming design aesthetic,” the company states, adding that the redesign of its iconic logo is “a testament to the company’s belief in the power of the metaverse.”

Fortnite boasts almost 400 million registered players who trade, build, and buy on the platform, which brought in $5.8 billion in revenue for 2021. 

Patrice Louvet, Ralph Lauren's CEO, said in September that the company counts on young customers to push online sales, which are 26% of its revenue, according to Forbes. Louvet expects the figure to reach 33% over the next several years as the company plans to meet young consumers where they are, like free online video games.

Ralph Lauren is far from the first fashion brand to develop in-game gear for Fortnite or other metaverse worlds. First off, Ralph Lauren sold digital wearables in Robloxduring the last holiday season, while Balenciaga, Moncler, Marvel and Nike have been featured in Fortnite, Gucci has an entire world in Roblox called “‘Gucci Town,” and Burberry recently announced a partnership with Minecraft.