Footwear marketplace The Edit LDN opens metaverse store

Global footwear marketplace The Edit LDN is venturing into the metaverse with the launch of a premium store within Bloktopia’s crypto paradise.

Following its move into Harrods in October 2021, the platform plans to take the footwear community to the next stage in their purchasing journey for luxury products by setting up shop virtually.

Moses Rashid, Founder of The Edit LDN said: "We clearly see a trend that luxury brands need a Web3 strategy, and for us, this feels like a natural fit. We're finding our audience is more digitally focussed, has an interest in Crypto and NFTs, and an increasing desire to attain product in different ways. Our partnership with Bloktopia is our first big step to executing our vision of being the most innovative player in the market."

Bloktopia, is a VR Skyscraper made up of 21 levels to pay recognition to 21 million Bitcoin. It contains "everything that anyone will ever need to know" about the benefits and pitfalls of Cryptocurrency, Blockchains and NFTs.

Built in the Unity gaming engine on Web3 technology, the Bloktopia metaverse allows visitors to to earn cryptocurrency, play games, socialise with friends, shop virtual products and learn about crypto from trusted sources like University College London’s Centre for Blockchain Technologies.

Ross Tavakoli, CEO of Blocktopia, said: "As a big sneakerhead myself, we’re really pleased to be able to partner with the UK’s number 1 sneaker destination, Edit LDN. Fortnite makes $2m a day from in-app purchases like skins (digital clothing) for avatars. Bloktopia will offer a different, interoperable option. Allowing the purchase of digital wearables, in this case sneakers, through an NFT function which means they won’t be restricted to just our metaverse, and can be worn across hundreds of games and other metaverses.

"That makes the fashion industry and the metaverse such a good fit, as it creates a whole new income stream for our partners like Edit LDN. The customer can also be sent the sneakers physically too."

The launch marks another step in Rashid’s plan for The Edit LDN to become ‘the Amazon of the sneaker world’, after just launching its same day delivery service.

He added: "We live in the Amazon age of Now, so we’ve focussed our business on ensuring the supply chain works quickly and scale on a global level. This is a real game-changer for a market that traditionally took 2-4 weeks for product to arrive. Looking forward, we see customers interacting with the shopping experience in different & interesting ways. With this in mind, The Edit LDN will be the bridge for both the physical and virtual worlds, through Sneakers "