Models walking the runway at the 2020/21 Yves Saint Laurent fashion show in Paris, France
YSL is among the high fashion brands making moves in the world of Web3. (Stephane Cardinale – Corbis/Corbis via Getty Images)
TECHNOLOGY SNEAKERS & FASHION

Fashion Forward: YSL, Tommy Hilfiger Spring into the Metaverse

From Yves Saint Laurent to Levi’s to Tommy to DKNY, top fashion brands are making moves in the virtual worlds of Web3 according to the latest trademark filings.

As winter turns to spring and Q1 2022 comes to a close, a widening range of fashion brands are increasingly turning to blockchain technology, gamification, NFTs, and the metaverse to reach new consumers and reinvent the way they engage with longtime fans.

In the last several days alone, at least five major brands — Tommy Hilfiger, Yves Saint Laurent, Levi’s, DKNY, and Rothy’s — filed for metaverse-related trademarks with the US Patent and Trademark Office, per attorney Josh Gerben of Gerben Intellectual Property.

Let’s break down what we can expect from these companies in the weeks and months to come as it relates to big leaps into Web3.

Sign Up For Our Newsletters

Get on our list for sports business, industry trends, interviews, and more.

Tommy Hilfiger

Description:

“Tommyverse” name

What it’s for:

  • Downloadable virtual goods for use in the metaverse
  • Physical and virtual merch via online retail services for use online, in the metaverse and, interestingly, in what it called virtual fashion shows
  • Entertainment services, including non-downloadable virtual products for the metaverse
  • An online community for NFTs, digital assets and an online world
Yves Saint Laurent

Description:

(1) The “Saint Laurent” name, (2) an Yves Saint Laurent wordmark, and (3) an interlocking YSL logo

Yves Saint Laurent wordmark
Interlocked YSL logo

What it’s for:

  • Downloadable and recorded virtual goods containing fashion-related artwork, text, audio, and video backed by NFTs for use in the metaverse and other Web3 environments
  • Online retail store services featuring virtual goods for online use
  • Financial services, most notable a virtual currency for use by members of an online community. That will include the electronic transfer of this YSL currency, crypto trading and e-wallet payment services, brokerage of IP rights and the issue of tokens of value
  • Online, non-downloadable virtual goods for entertainment in virtual environments
  • Using blockchain-based authentication services for cryptocurrency transactions
Levi’s

Description:

Two logos: (1) its horse-and-rider mark with a pair of jeans in the middle and (2) symbol representing the signature stitching on its pants.

What it’s for:

  • Downloadable virtual goods authenticated by NFTs created by blockchain technology to represent collectible items
  • Online retail store services featuring virtual goods for use in online metaverses and virtual online fashion shows
  • Non-downloadable virtual goods for entertainment use in online metaverses and virtual online fashion shows
DKNY (via Gabrielle Studio, Inc.)

Description:

“DKNY” name

What it’s for:

  • Downloadable virtual goods for use in online and virtual worlds
  • Retail and online store marketplace services for NFTs, virtual goods, digital collectibles and crypto collectibles for use in virtual environments
  • Downloadable virtual goods authenticated by NFTs created by blockchain technology to represent collectible items
  • Non-downloadable virtual goods for entertainment use in online metaverses and virtual online fashion shows
Rothy’s (via Roth’s, Inc.)

Description:

“Rothy’s” name

What it’s for:

  • Downloadable virtual goods for use online and in online metaverses
  • Online retail store services featuring virtual goods for use in online metaverses
  • Online, non-downloadable virtual goods for use online and in online virtual worlds for entertainment purposes
  • Temporary use of NFTs and non-downloadable digital assets like collectibles and tokens and the temporary use of non-downloadable virtual goods created with blockchain-based software and smart contracts for online and metaverse uses.
Sign Up For Our Newsletters

Get on our list for sports business, industry trends, interviews, and more.

Subscribe

Enter your email below