Play! Pop! Go!, a digital platform and fashion brand, is launching its first physical collection with eight streetwear-inspired staples.

Play! Pop! Go!, a digital platform and fashion brand, is launching its first physical collection with eight streetwear-inspired staples. The items are priced between $50 and $650, with a virtual counterpart available for customers who purchase a physical item—playing on the phygital trend: “those who purchase an item from the PPG physical clothing collection will receive a digital twin for the item, as well as a virtual closet on the platform that stores their personal purchasing history” and those with bigger collections will be rewarded. Play! Pop! Go! is aiming to be a more immersive fashion brand and gaming world than its competitors. It has a business model including its fashion brand, an NFT-based loyalty program, and The Play3 Park!, an independent gaming platform modeled after games like Pokémon Go and Club Penguin and is designed to focus on social gaming, including “mini-games, digital closets and virtual shopping experiences.” The company plans to host marketing activations throughout the year, rolling out its storyline through Twitter and Discord announcements alongside events such as Fashion Week, Miami Art Basel, and Frieze Seoul. (Glossy)