Gucci and Yuga Labs Are Bringing High Fashion to the Otherside

Fashion company Gucci said Monday that it’s working with non-fungible-token issuer Yuga Labs, the company behind the Bored Ape Yacht Club NFT collection, to bring luxury digital fashion into the metaverse.

According to a report from Business of Fashion, Gucci and Yuga Labs have signed a multiyear partnership to collaborate within Yuga Labs' Otherside metaverse and its 10KTF collection, with a goal of exploring joint opportunities between Web3 fashion and entertainment.

“Stay tuned as a new narrative takes shape, blurring the boundaries between the physical and digital,” Gucci said in a tweet sharing the news.

The news follows Yuga Labs' second trip to The Otherside, a gamified experience that brings together the company’s hoard of projects, including Bored Apes, CryptoPunks and Meebits.

Gucci and Yuga Labs previously teamed up to collaborate on the Gucci Grail collection, using 10KTF creator Wagmi-San’s designs for the collection.

Gucci has previously taken steps into Web3. In February 2022, the company purchased an undisclosed amount of land in metaverse game The Sandbox to experiment with plans to host virtual experiences. Last June, Gucci purchased $25,000 worth of NFT marketplace SuperRare’s native tokens to participate in the decentralized autonomous organization and open a digital art vault.