H&M Expands Web3 Circularity
Extending its Looop circularity initiative – first seen in stores in 2020, and as Looop Island in Nintendo’s Animal Crossing – H&M has partnered with British metaverse gaming studio Dubit to launch Loooptopia on Roblox.
The experience lets players travel across multiple realms (Rainbooow Fields, Neon Studiooo, Fabric Fooorest and Utopia City) to partake in mini-games, such as riding on scooters and zip lines to find various materials or elements (like designs, colours and textures).
Players then combine these in the Looop machine to develop clothes – with thousands of different outfits possible – establishing a sense of unbound creative possibilities through reuse. They can also return to their collected items at a later date. Gamers can show off their creations on the Looptopia runway or trade them with friends. Incentivising users to practise sustainability in the digital world, ‘recycling’ their garments sees them rewarded with points to spend in-game.
Also on Roblox, Gucci has added England footballer and brand ambassador Jack Grealish to Gucci Town. People can play football with Grealish’s avatar and purchase his signature haircut for their virtual iterations.