DKNY to Launch Iconic "Heart of New York" Virtual Merchandise on Roblox

May. 01, 2024

The items included will be virtual jackets, handbags, and hats from DKNY's recently launched ‘Heart of New York' collection. These are available for purchase within select Dubit retail locations across the Roblox platform. The collection will feature 20 unique pieces, with over 10,000 units of a specialty DKNY item exclusively reserved for Roblox players to redeem. DKNY’s virtual offerings will be accessible across multiple Roblox games, anticipated to reach an estimated 20 million players. Dubit has previously collaborated with several world-famous fashion brands to introduce high-definition virtual collections on user-generated content (UGC) platforms like Roblox.

DKNY’s virtual wardrobe presents an immersive experience into the fashion, style, and energy of New York City. Participants can now claim ownership of meticulously crafted digital designer pieces within the dynamic realm of Roblox a platform utilized by 70 million active players every day.

DKNY is thrilled to collaborate with Dubit to bring its fun new ‘Heart of New York’ capsule to the world of Roblox. This partnership allows DKNY to reach a broader global audience of avid gamers and fashion enthusiasts, offering them the opportunity to experience DKNY in a new way. With digital Heart of New York styles and exclusive offerings, the brand invites players to immerse themselves in a DKNY virtual wardrobe.

Andrew Douthwaite, CCO at Dubit said:

"We’re honored to take DKNY into Roblox, creating an exclusive range for their Heart of New York launch. This initiative underscores the potential of virtual merchandise as a genuine and engaging way for brands to resonate with the digitally native audience."