ALO YOGA Launches Digital Fashion Collection For Paris Fashion Week
Alo launches unisex digital wearable collection on 1000+ metaverse and social media platforms. Bringing wellness and activewear to the digital world.
Alo Yoga, a pioneering activewear and wellness lifestyle brand, announced today it’s unisex digital wearable collection launch. The collection will be available in over 1000+ metaverses and social media networks, with partnerships with leading platforms such as Zepeto, Roblox, Decentraland, The Sandbox, ReadyPlayerMe, RecRoom, VRChat, TikTok, Snapchat, and Instagram.
The digital fashion drop coincides with Paris Fashion Week, a bi-annual event that showcases the latest collections from some of the world’s most renowned fashion designers. In recent years we have now seen the fashion world has taken a digital turn. The collection celebrates digital identity and encourages mindfulness in the digital space. It features the Alo Accolade Hoodie, Accolade Sweatpant, and canvas Bucket Hat.
“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 the importance of digital identity and expression become more and more important.” Angelic Vendette, Global Head of Marketing at Alo Yoga.
The launch of this digital fashion collection results from a collaboration with Sawhorse Interactive. The two also worked together to create Alo Yoga’s Sanctuary in Roblox last year. Despite the different technologies on each platform, the collection was designed to create one outfit that can be worn across many platforms.
“This project was inspired by the ambitious vision of digital clothing interoperability across the metaverse. Currently the technology on each platform is different, but to give a taste of the future of digital clothing we collaborated with Alo to create one outfit that can truly be worn across many platforms. We’re excited for the release and proud to have collaborated with our friends at Alo to truly meet fans and consumers where they are and give them a way to coordinate their look across their favorite platforms in 3D, VR and AR.” Nic Hill, Head of Interactive at Sawhorse.
Alo Yoga’s move into digital fashion follows successful web3 initiatives, such as launching their first Aspen Collection NFT in the form of digital certificates of authenticity and launching the first Virtual Reality store in partnership with Obsess and Meta back in February. Additionally, last June, the brand announced that it accepts cryptocurrency at check-out and allows employees to be paid in cryptocurrency.
The collection serves as an exciting bridge between physical and digital fashion, allowing consumers to express themselves through their style across multiple platforms and experience fashion in a new way.
“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.” –Danny Harris, Co-Founder and Co-CEO of Alo Yoga.
From March 1st to the 31st of 2023, Alo’s digital wearables will be up for grabs. The digital fashion month celebration will culminate at Metaverse Fashion Week, taking place from March 27th to the 29th, with yoga, breathwork, and meditation classes leading up to the runway presentations.
