Gucci Announce Metaverse Venture with Yuga Labs and Bored Ape Yacht Club

Anyone with a smartphone and wifi will surely be familiar with the big NFT boom we’ve seen over the past couple years - drawing in brands like Nike, adidas and Prada to the murky waters of the metaverse - showing the fashion industry’s clear interest in the future of collection, with the latest big belt swinger to stake their claim in the digital world being Gucci, who have recently announced a partnership with the company behind the Bored Ape Yacht club.

Gucci announced the multi-year deal with Yuga Labs on Monday, with a goal to congregate each company’s audiences “by exploring the intersection between fashion and entertainment in the Metaverse”. Besides the premier Bored Ape Yacht club, Yuga Labs has also released NFT collections like CryptoPunks, Meebits and the narrative NFT project 10KTF. 

Yuga Labs are also responsible for the Bored Ape-themed game Otherside.

In a statement from Robert Triefus, chief executive of Gucci Vault & Metaverse Ventures:

“We are excited to unveil this multifaceted partnership with Yuga Labs, a leader and creative pioneer in web3, this will give us an active role in Otherside and 10KTF’s continuing narrative, unfolding in multiple forms.”

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

Gucci’s participation in Otherside is set to begin this week.