DKNY has announced themselves to be the latest brand to dive into gaming with the announcement of their latest collection going virtual on Roblox. Derived from their “Heart of New York” collection DKNY is set to release 20 featured pieces including jackets, handbags, and hats which will be made accessible to Roblox players across several games on the platform. Approximately 10,000 units spread across these 20 apparel items and accessories will be released in an effort to help grow the DKNY audience to gen-z and gen-alpha. 

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DKNY is not the first brand to become active on Roblox, and will be joining a list of notable brands such as Adidas, Nike, Walmart, and Hugo Boss. With branded pop-up shops across the Roblox platform, DKNY is aiming to reach 20 million players, showing the huge upside for brands looking to connect with a new generation of fans and customers. 

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Before entering Roblox, DKNY working with MVG and Tokens.com - alongside Tommy Hilfigure, Karl Lagerfeld, Alexander McQueen, and other brands - 

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This is DKNY’s first venture into Roblox, however the company is not new to unlocking digital spaces having worked with MVG and Tokens.com to participate in Metaverse Fashion Week in March 2022. This was part of a huge online event where DKNY featured alongside Tommy Hilfigure, Karl Lagerfeld, Alexander McQueen, and several other brands. To see this work check out MVG’s portfolio. 

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MVG is excited to watch the DKNY collection launch in Roblox as digital merchandise sales enable brands to connect with players across the globe.