DKNY unveils virtual collection on Roblox

DKNY has teamed up with Dubit, a pioneering in-game retailer, to introduce a collection of virtual jackets, handbags, and hats from its recently debuted ‘Heart of New York’ collection, on Roblox.

The collection, including 20 unique pieces, will be available for purchase within select Dubit retail locations across the Roblox platform. Additionally, over 10,000 units of a specialty DKNY item will be exclusively reserved for Roblox players to redeem.

Anticipated to reach an estimated 20 million players across multiple Roblox games, DKNY’s virtual offerings will be accessible across multiple Roblox games, offering players an immersive journey into the fashion, style, and energy of New York City. 

Notably, the partnership will allow DKNY to reach a broader global audience of avid gamers and fashion enthusiasts, offering them the opportunity to experience DKNY in a new way.

“We’re honored to take DKNY into Roblox, creating an exclusive range for their Heart of New York launch,” said Andrew Douthwaite, CCO at Dubit. “This initiative underscores the potential of virtual merchandise as a genuine and engaging way for brands to resonate with the digitally native audience.”

Dubit has previously collaborated with several fashion brands to introduce high-definition virtual collections on user-generated content platforms like Roblox.