The Edit LDN enters the metaverse
High-end global marketplace for new and pre-loved sneakers The Edit LDN is moving into the metaverse by creating a premium store within Bloktopia.
The brand was founded by Moses Rashid in January 2020 and then entered Harrods in October 2021.
Rashid 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.”
The retailer aims to provide the most limited and exclusive items for its customers “at lightning speed”. In addition to Harrods, it also has a partnerships with Threads Styling.
Ross Tavakoli, chief executive of Blocktopia, said: “As a big sneakerhead myself, we’re really pleased to be able to partner with the UK’s number one 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.”
The move is the next step in Rashid’s plan for The Edit to become ‘the Amazon of the sneaker world’ after its recent launch of a same day service for customers.
Rashid added: “We live in the Amazon age of Now, so we’ve focused 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 two to four weeks for product to arrive. Looking forward, we see customers interacting with the shopping experience in different and interesting ways. With this in mind, The Edit LDN will be the bridge for both the physical and virtual worlds, through sneakers.”
