Exclusive: The first pure-play digital fashion brand DressX launches collection on Roblox

DressX is the first metaverse retailer to use the new Layered Clothing feature in Roblox, allowing users to mix and match digital fashion styles. Prior, avatars on the platform could only wear one 2D look or a specific 3D avatar bundle or accessory — now these will be layered, and 3D. 

Launched on Friday, DressX’s collection provides a model for how brands can create separate items that can be mixed and matched by users. The collection brings utility to DressX garments across its app, AR offerings and now gaming. 

Two-year-old digital fashion brand DressX has been the first to innovate in multiple areas. Giving its users the ability to try-on virtual garments in its app and wear digital garments on platforms like Zoom, it’s bridged several gaps between digital garments and the real world. Other hardware, like lenses, that are required for “wearing” digital clothing on digital platforms is still in development. Facilitating AR try-on through a phone camera has proven a much easier solution for tech companies. 

Because digital garments are intended to be interoperable, or work on different platforms like video games and through AR technology, their value is more apparent when there are more platforms where users can wear them. Until now, games like Roblox didn’t allow for layered garments. Instead, certain garments and accessories were limited to certain characters and similar to a skin, and couldn’t be put on top of one another.

With the new Layered Clothing feature, garments will be able to fit any character, whether it’s a dinosaur or a humanoid. There’s now an abstraction layer inspired by rocket science between the garment and the character, allowing the garment to set different rules based on what character is going to wear it. While this separation of garments may seem interesting as an NFT application, NFTs’ blockchain element would add nothing to the Roblox platform.

The DressX Metaverse wearable collection for Roblox consists of 12 items made specifically for the platform. Styles include casual garments, like sweatshirts, as well as special art collections featuring the work of Katsushika Hokusai, for example, and festive items like themed annual garments. Photo dressing for Instagram and instant AR dressing using the items are also offered in the Dress X app. 

As the community in Roblox can also create garments, the new ability to layer presents a new opportunity for brands and users to create new looks in-game. According to Roblox, over 2,000 user-created items of clothing and accessories have been submitted to its Avatar Shop by the community in the last few weeks.

Currently, Roblox has over 230 million registered players on the platform, with at least 50 million players online daily. 

According to Christina Wootton, vp of global brand partnerships at Roblox, digital fashion plays an important role in how the gaming community expresses itself. “We are very impressed with how quickly DressX embraced our brand-new Layered Clothing technology, launched a week ago, which powers hyperrealistic and inclusive 3D clothing fitting any body type. With approximately one in five of our active community members updating their avatars on a daily basis, it’s not at all surprising to see our users’ genuine interest in this trend-forward collection,” she said.

For the founders of DressX, the collection represents another step toward a future where anyone, anywhere can wear digital fashion across any platform. “We believe 3D fashion wearables should be easily accessible to wear across various digital events and social gatherings, similarly to the way we access physical closets in real life. We are absolutely sure that in the near future Roblox will become a major destination for both traditional and 3D fashion brands. The DRESSX digital fashion collection created with Roblox’s Layered Clothing technology will be updated every week, providing more exclusive digital styles to Roblox users,” said Daria Shapovalova and Natalia Modenova, co-founders of DressX. 

With interoperability still a far-off feature for many of the fashion brands that have launched digital collections, DressX is showing that brands can leverage their identities across platforms and gain new fans. 

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