Sneaker marketplace The Edit LDN has opened its doors in the metaverse. It has created a premium store in crypto specialist Bloktopia’s virtual reality skyscraper, enabling shoppers to buy its limited edition luxury footwear and other clothing there for use online or offline. The two say avid collectors will be as likely to buy garments for their avatar as for themselves.
Moses Rashid, who founded The Edit LDN in 2020, says the move is part of its strategy of innovation.
“We clearly see a trend that luxury brands need a Web3 strategy, and for us, this feels like a natural fit,” says Rashid. “We’re finding our audience is more digitally focussed, 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.”
Rashid launched the business in January 2020 and since then it has grown quickly. It sells limited editions of trainers from streetwear brands and says it has developed relationships that enable it to provide exclusive and limited items to customers quickly. It also works with Harrods to offer regular drops of limited editions in-store, from Adidas Yeezy to Off-White X Nike Air Jordan, and with Threads Styling. Shoppers visiting Bloktopia’s metaverse will be able to buy both physical and virtual trainers from Edit LDN.
Ross Tavakoli, chief executive of Blocktopia, says: “As a big sneakerhead myself, we’re really pleased to be able to partner with the UK’s number one 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. That makes the fashion industry and the metaverse such a good fit, as it creates a whole new income stream for our partners like Edit LDN. The customer can also be sent the sneakers physically too.”