Highstreet describes itself as a bridge between the physical and digital worlds. The platform was built with Unity, providing utilities that turn actual products into in-game items.
“We already live our life half online and half in real life. The products on our market are crafted to exist both in physical and virtual form and always come straight from the brands,” explains the project’s website.
The pixel-styled clothing collection features “QR-coded-fashion” that will be minted as NFTs. Using the code, individuals will have the option to clone themselves into Highstreet’s Metaverse. The apparel worn by customers will also appear in the virtual world. In addition, NFT owners will receive $HIGH, the native token of Highstreet World.
Individuals will be able to purchase items from the collection both online and in IRL shops. Among the department stores that support the initiative are Saks Fifth Avenue, Selfridges, Harvey Nichols, Neiman Marcus, Harrods, and Bloomingdale’s U.S. The garment will be available in stores starting August 1.
“Highstreet and Jonathan Koon are after the Metaverse’s holy grail: To lead anyone, anywhere into the Metaverse in a smooth, natural way. Every participant’s avatar will be an extension of their real-world self. We’re taking this step with Jonathan and 8-Bit on bridging streetwear culture with Web3 at Highstreet World,” said the CEO and Co-Founder of Highstreet, Travis Wu.
As digital fashion becomes more popular among traditional fashion brands, many of them opt for Web3 marketing strategies. Tommy Hilfiger will present the Fall 2022 collection inside Roblox, while Jason Wu releases Michelle Obama’s Inaugural Ball dress as an NFT.