Gucci has established a multi-year partnership with Yuga Labs, the blockchain technology company developing some of the most prominent NFTs and digital collectibles, including Bored Ape Yacht Club, CryptoPunks, Meebits and the fictional digital fashion shop 10KTF. The web3 imprint is also responsible for Otherside, a Bored Ape-inspired metaverse game, in which Gucci aims to establish a presence.

Under the new deal, Gucci looks to expand its reach to target consumers “by exploring the intersection between fashion and entertainment in the Metaverse,” according to a release via Business of Fashion. The luxury fashion house is specifically interested in Yuga Labs' 10KTF virtual store and its Otherside game.

“We are excited to unveil this multifaceted partnership with Yuga Labs, a leader and creative pioneer in web3,” Robert Triefus, Gucci’s senior executive vice president, corporate and brand strategy, said in a statement. “This will give us an active role in Otherside and 10KTF’s continuing narrative, unfolding in multiple forms.”

Gucci previously teamed up with 10KTF last year to produce its "Gucci Grail" project, which included custom NFTs for the House's signature designs and accessories. The made-up store's "digital artisan," Wagmi-san, collaborated on the collectibles with Alessandro Michele, Gucci's recently-departed creative director.

“We’re looking forward to showcasing how that partnership extends to endless opportunities in Otherside,” Michael Figge, Yuga Labs’ chief creative officer, added.

Gucci will reportedly make its entrance into Otherside this week. Stay tuned for more information on the partnership.

In more fashion news, BTS' Jung Kook was named Calvin Klein's latest global ambassador.

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