Gucci Town and Vans World are intertwining on Roblox

Following Gucci's upcycling project Continuum, launched in March to celebrate the circularity of fashion through the reuse of archive materials, Gucci and Vans have launched a gaming experience on the digital platform Roblox. Thanks to Gucci Town x Vans World, players will be able to take an immersive journey to discover the two worlds, a special opportunity to discover the fashion brands available until 13 May with the aim of searching for fabric and print samples. The treasure hunt traverses the two realities via shoebox-shaped portals, offering as prizes trainers, accessories and skateboard backpacks designed for the gamers' avatars. 

This new collaboration marks a new page in the partnership between the two brands; last month, as part of the multi-disciplinary and sustainable Gucci Continuum framework, Vans had reinterpreted its most famous designs using archival fabrics within the House's Vault, an initiative aimed at showcasing a new history in Gucci's imagery. The iconic Old Skools and Slip-Ons were decorated with eccentric patchwork, studs and vintage colours, reflecting the shoe brand's origins, when customers could bring in clothing and materials to personalise their trainers.

The new project on Roblox demonstrates the brands' intention to find new creative ways to explore the dialogue established between the two, this time exploiting their respective virtual realities. Gucci Town was created in 2022 as a place for digital recreation, and in the last year has hosted well-known names from the art and sports scene such as Miley Cyrus and Jack Grealish; Vans World, on the other hand, which was created in 2021, has managed to unite the universe of skateboarding and fashion on Roblox for the first time, giving players the chance to dress their avatars in wardrobes filled with Vans garments, and to create boards and shoes according to their own personal style.