Gucci has announced a huge multi-year partnership with Yuga Labs, the Blockchain technology company that is developing NFTs and digital collectibles, such as Bored Ape Yacht Club, CryptoPunks, Meebits, and the digital fashion shop 10KTF. Under the new partnership, Gucci will explore the intersection of fashion and entertainment in the Metaverse. Consumers can expect a particular interest in Yuga Labs’ 10KTF virtual store and the Otherside game.

Continuing to explore the Metaverse, the House comes together with @yugalabs. Stay tuned as a new narrative takes shape, blurring the boundaries between the physical and digital. pic.twitter.com/v60mzcgqqY

— gucci (@gucci) March 27, 2023

Gucci’s senior executive vice president of corporate and brand strategy, Robert Triefus, said, “This will give us an active role in Otherside and 10KTF’s continuing narrative, unfolding in multiple forms.” Gucci partnered with 10KTF last year to create custom NFTs for the brand’s signature designs and accessories, called the “Gucci Grail” project.

Gucci is reportedly planning to introduce its offerings into Otherside this week, marking its entry into the game. The partnership involves Gucci creating clothing for Yuga Labs’s metaverse project, Otherside, and in 10KTF. It is an NFT collection created by Beeple and bought by Yuga Labs.

Robert Triefus, senior executive vice president at Gucci, notes, “We are excited to unveil this multifaceted partnership with Yuga Labs, a leader, and creative pioneer in web3.” Michael Figge, the chief creative officer at Yuga Labs, noted, “We’re looking forward to showcasing how that partnership extends to endless opportunities in Otherside.”

Yuga Labs, on the other hand, recently released an NFT collection on the Bitcoin Blockchain. It also organized an exhibition at the Carrousel du Louvre shopping center near the Louvre in Paris. The collaboration is a part of Gucci’s initiative to explore the metaverse and expand its reach to target consumers.