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VANS COLLABORATE IN THE LAUNCH OF GUCCI CONTINUUM
From product to experience, this collaboration reimagines both brands’ heritage in progressive new ways.
April 28, 2023
Vans is proud to partner with Gucci Vault through their progressive Gucci Continuum initiative, a programme that will perpetuate the life of past Gucci pieces and deadstock fabrics by inviting brands, artists, and makers to incorporate them into their own future designs.
Centred around an exclusive footwear capsule, this shared storytelling reflects on Vans’ early days when customers could have their favourite fabric turned into shoes straight out of the first factory outlet store in Anaheim California. Unused fabrics from Gucci’s previous collections, as well as existing stock from returned or prototype materials, are given a new lease of life in the form of five unique footwear styles including the iconic Slip-On and Old Skool silhouettes.
Continuing down this pioneering path, the partnership is now stepping beyond product to unveil the first collaborative Metaverse experience between both brands: Gucci Town x Vans World, a special Roblox activation linking the two popular digital outposts.
Within the game, players are challenged to a digital scavenger hunt, navigating obstacles and exploring the corners of the two worlds to collect fabrics and patterns that make up the collaborative product, hidden in each experience. At the end of this journey, once all the swatches are collected, special items can be redeemed in each world – either a shoe accessory or a skateboard backpack – to be worn by the Roblox avatars.
The activation marks the first time in which a gamified Roblox experience spans over two branded worlds, further linking the creative connections between the two brands and expanding the shared Gucci Continuum narrative.
The Gucci Town x Vans World scavenger hunt will be available beginning today through May 13. To explore the game, please visit https://www.roblox.com/vans.
To find out more on the exclusive footwear capsule please visit: https://www.gucci.com/uk/en_gb/ca/vault/gucci-continuum/vans-c-vans.