DKNY partners with Dubit to launch virtual fashion line on Roblox

DKNY, in collaboration with Dubit, an innovative in-game merchant, has introduced a virtual collection of handbags, hats, and jackets from its new ‘Heart of New York’ line on the Roblox platform. This collection features twenty unique items and will be available for purchase in select Dubit stores within the Roblox network. Additionally, a special DKNY item, limited to over 10,000 units, will be exclusively redeemable by Roblox users.

The virtual offerings from DKNY will be accessible in various Roblox games, offering players an immersive experience into the fashion, culture, and energy of New York City. It is estimated that these offerings will reach around 20 million players across multiple games on the Roblox platform. This collaboration presents DKNY with an opportunity to engage with a broader audience of avid gamers and fashion enthusiasts worldwide, presenting the brand in a new and exciting manner.

Andrew Douthwaite, Chief Commercial Officer at Dubit, expressed excitement about the partnership, highlighting the potential of virtual merchandise to connect with digitally savvy audiences authentically. Dubit has a history of collaborating with fashion brands to introduce high-quality virtual collections on platforms like Roblox, aiming to resonate with users in meaningful ways.