Burberry debuts a digital clothing collection for Minecraft | Popgen Tech

British fashion house Burberry is taking its signature camel coats and plaid to an unexpected place: the digital world Minecraft. Launched in November, the Burberry game Minecraft the adventure is called Burberry: The freedom to move on, which takes place in a version of London done in the game’s signature pixel style. The adventure includes a 15-piece Burberry capsule collection designed for players of the popular survival game, but also available in real life.

The 15 pieces include several Burberry logo T-shirts, a Minecraft logo jacquard scarf, black cotton gabardine coat, burberry logo baseball cap, square cotton scarf, hoodie, bucket hat, jogging pants and sweatshirts. The final item in the collection (and perhaps the most notable) is a version of the classic Burberry Waterloo trench coat with a pixelated white Burberry x Minecraft logo on the back.

The laid-back loungewear vibe of the collection brings together the signature styles of the two brands, with comfort as a top priority. Price tags are in Burberry’s usual territory of $250 to $2,990. The Burberry x Minecraft collection is available online and in select stores in New York, Shenzhen, London, Tokyo, Seoul, Taiwan and Bangkok.

Every real item of clothing has a digital counterpart in the game. Avatars wearing the collection get to complete a series of challenges in four areas, such as navigating a maze covered in Burberry’s signature pattern. The game itself can be downloaded for free as an add-on to the adventure Minecraft game

Official Minecraft the website explains that “The new free DLC, Burberry: The freedom to move on, reflects Burberry and Minecraft’s appreciation of the wonder of nature. As the player, you will venture into an alternate version of London that has been taken over by a malevolent entity called the Nexus. This land was once blooming foliage and gentle animals, but it has lost its color and life. Its inhabitants were scattered across the four realms: air, water, fire, and earth, and your task is to restore the spirit of the wild by traveling to each realm, reviving its Nature Keeper, and freeing the trapped animals.”

“During your adventures, you’ll encounter creative references to the Burberry brand universe – including an equestrian knight character, a maze with the Thomas Burberry monogram and a range of members of the Burberry animal kingdom, each endowed with a mystical power.”

A combination of Burberry and Minecraft may seem a little strange, but we can probably expect to see a lot more mixing of traditionally busy fashion brands and digital technologies in the near future. Balenciaga has already designed skins for the game Fortniteand Gucci recently launched the Gucci: Good Game collection, which celebrates the world of gaming through iridescent clothing and accessories.

Burberry’s director of channel innovation, Philip Henche, says he knows the collaboration is a bit of a surprise. But Burberry sees digital crossover as the way of the future and wanted to work with one of the biggest and most loved games, so that’s why Minecraft choice

“Gaming is a very important channel for us in terms of how we engage our customers,” Henche said Vogue Business. “We know this is a very important moment for our target markets and consumers. We know they’re there, they’re present, and they’re very active in this community.”

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