Gucci and Vans collaborate on Roblox

By

Jennifer Braun

Published
Apr 16, 2023

Gucci and Vans are teaming up to bring their existing digital universes together on Roblox. 

Merging 'Gucci Town' and 'Vans World', the activation will challenge community members in a scavenger hunt to collect fabrics and patterns, moving through the two worlds via shoe-box style portals. 

Once all the swatches are collected, special items can be redeemed in each world that can be worn by the Roblox avatars, including a shoe accessory or a skateboard backpack. The initiative starts Thursday and runs through May 13.

The activation marks the first time two global fashion brands of this scale have collaborated on the platform to connect their respective worlds.

Gucci Town was unveiled in May 2022, and it represents a dynamic space for building connections through shared creative experiences. To date, it has welcomed takeovers by multi-platinum selling recording artist and face of the Gucci Flora Gorgeous Jasmine campaign, Miley Cyrus, and that of the Manchester City and England midfielder, Jack Grealish.

Likewise, Vans World launched in September 2021, with the goal to bring skateboarding, fashion, and community together in one experience in Roblox. The immersive experience features various activities, such as skateboarding, shopping, and customizing your avatar with Vans clothing and accessories.

The launch follows Gucci Vault's 'Continuum' Vans collaboration, which saw the duo partner to reimagine three iconic silhouettes of the skateboarding and streetwear brand, namely the OG Old Skool, OG Mule, and OG Slip-On colorways.