DressX launches first Roblox game together with Puma

Digital fashion retailer DressX has launched its first game on metaverse platform Roblox_ together with partner Puma. The game called DressGo will allow players to dress up their avatars_ participate in styling challenges and build personalised wardrobes by collecting items of varying rarity.

Via a mystery box system_ players can unlock looks through randomised drops. Items obtained from these boxes can be worn inside the game for free_ while players also have the option to purchase them with Robux_ Roblox_s virtual currency_ to enable use across the platform.

“With DressGo_ our creative goal was to build the ultimate playground for fashion lovers - a space where style becomes interactive_ expressive and competitive. That vision came to life with #Stylecademy_ a virtual world where players collect rare items_ take on fashion challenges and evolve their personal style. The thrill of the mystery box mechanic_ the creativity of crafting unique looks and the excitement of winning a style-off turn fashion into strategy_ storytelling and self-discovery_” explained DressX product lead Julie Krasnienko in a press release.

DressX DressGo x Puma

The first phase of the collaboration with Puma features the sportswear giant_s existing Roblox catalogue plus three new dresses. These are available via interactive _loot boxes_ inside the game. Each item is categorised by rarity into Base_ Chic_ Iconic_ Runway or Couture.

“Partnering with DressX on their new Roblox experience_ DressGo_ is an exciting opportunity for Puma to deepen our presence on the platform without building a new experience from scratch_” said Ivan Dashkov_ Puma_s head of emerging marketing tech.

“This collaboration lets us showcase our fashion-forward styles that particularly resonate with female gamers_ highlighting the diverse audiences that brands can connect with through gaming. DressX has been a true innovator in digital fashion_ and we are proud to be early partners as they push the boundaries of virtual style and self-expression. We look forward to supporting the growth of DressGo and continuing to find fresh ways to engage gaming communities_” added Dashkov.

DressX was founded in 2020 and has distributed over 100 million digital assets globally till date.