Gucci and Yuga Labs partner up in the Metaverse

Gucci's collaboration with Yuga Labs, the creator of Bored Ape Yacht Club, is the first of many projects that will spring from the creative minds of the two companies and is set to deepen the link that has emerged in recent years between fashion and entertainment in the Metaverse. Starting this week, Gucci and Yuga Labs will begin offering their customers immersive experiences, aimed at promoting experimental storytelling through unexpected artistic choices. The partnership builds between physical and digital on 10KTF's Gucci Grail, the NFT clothing collection created by digital tailor Wagmi-san in March 2022, and offers an exclusive preview of how Gucci will actually become part of Otherside, Yuga's gamified, meta-RPG universe.

Yuga Labs is a relatively new, internationally leading web3 company. Founded in 2021, it launched Bored Ape Yacht Club, the world's first NFT art collection to issue IP licenses to their owners, and has ever since been achieving record milestones, including funding of $450m by 2022. Yuga's success stems from its founders' willingness to challenge the limits of digital and real and their desire to create a cohesive community.