Modern Menswear Kit: Available Now!
https://twitter.com/TheSims/status/1460669118877782034?t=7tv5PC41mD2wQivtL2uJqg&s=19
Forum Discussion
Stefan Cooke Enters the Metaverse With a Collection for The Sims
Stefan Cooke is shaking up the metaverse monopoly with a new collection for The Sims. For just $4.99, players of The Sims will be able to purchase 23 pieces of the brand’s menswear. The Stefan Cooke pack spans seasons, bringing the label’s holey knits, jeans, and tunics into the virtual world of the game. “What I’m excited about is that it will really be a different customer,” says Cooke, who designs his namesake brand with Jake Burt. “It will be really interesting to see the reaction of people who are not in fashion. Will the collection change their minds about menswear? Will they try it out?”
Stefan Cooke’s venture into virtual isn’t only notable because it’s an independent British brand staking a claim in the metaverse, but because the brand continuously pushes the boundaries of what menswear can be, showing skirts, knee-high boots, and elegant blouses on the runway alongside classic tailoring. “I think that’s why The Sims wanted to partner with us,” says Burt. “It is committed to offering a more forward-thinking idea of menswear and defying norms.”
Turning the IRL into the URL came with design challenges. The Stefan Cooke team met with designers at The Sims biweekly for almost a year, fine-tuning the details and hand-painting textures so that its crocheted sweaters and miniskirts look as true to life as possible. When Cooke and Burt showed up at an early meeting with ideas for show stopping, over-the-top looks, they were surprised to learn that The Sims players want “wearable” garments—yes even for their virtual selves. “We picked the craziest stuff because we thought players would want to wear showpieces,” explains Burt, “but hearing that Sims players could have hold-ups about wearing something too dramatic in the game, I realized that mindset of our physical customers applies to the game too. People want to feel comfortable and like themselves.”
The expanded reach of The Sims—the game boasts 30 million players—will bring awareness to the young designers and their work, but the partnership isn’t just a marketing exercise. To Cooke and Burt it’s a way to connect with a new generation of fashion lovers and customers. “Seeing a customer engaging with the brand and wearing the brand who maybe couldn’t afford it before—I think that’s really exciting,” says Burt.
“I think this is where fashion is going, really,” adds Cooke. “Customers are everywhere; you just have to make sure that you’re appealing to as many different ones as possible. I hope that the future will be full of cool 13-year-olds in Stefan Cooke!”
https://www.vogue.com/article/stefan-cooke-the-sims
Stefan Cooke is shaking up the metaverse monopoly with a new collection for The Sims. For just $4.99, players of The Sims will be able to purchase 23 pieces of the brand’s menswear. The Stefan Cooke pack spans seasons, bringing the label’s holey knits, jeans, and tunics into the virtual world of the game. “What I’m excited about is that it will really be a different customer,” says Cooke, who designs his namesake brand with Jake Burt. “It will be really interesting to see the reaction of people who are not in fashion. Will the collection change their minds about menswear? Will they try it out?”
Stefan Cooke’s venture into virtual isn’t only notable because it’s an independent British brand staking a claim in the metaverse, but because the brand continuously pushes the boundaries of what menswear can be, showing skirts, knee-high boots, and elegant blouses on the runway alongside classic tailoring. “I think that’s why The Sims wanted to partner with us,” says Burt. “It is committed to offering a more forward-thinking idea of menswear and defying norms.”
Turning the IRL into the URL came with design challenges. The Stefan Cooke team met with designers at The Sims biweekly for almost a year, fine-tuning the details and hand-painting textures so that its crocheted sweaters and miniskirts look as true to life as possible. When Cooke and Burt showed up at an early meeting with ideas for show stopping, over-the-top looks, they were surprised to learn that The Sims players want “wearable” garments—yes even for their virtual selves. “We picked the craziest stuff because we thought players would want to wear showpieces,” explains Burt, “but hearing that Sims players could have hold-ups about wearing something too dramatic in the game, I realized that mindset of our physical customers applies to the game too. People want to feel comfortable and like themselves.”
The expanded reach of The Sims—the game boasts 30 million players—will bring awareness to the young designers and their work, but the partnership isn’t just a marketing exercise. To Cooke and Burt it’s a way to connect with a new generation of fashion lovers and customers. “Seeing a customer engaging with the brand and wearing the brand who maybe couldn’t afford it before—I think that’s really exciting,” says Burt.
“I think this is where fashion is going, really,” adds Cooke. “Customers are everywhere; you just have to make sure that you’re appealing to as many different ones as possible. I hope that the future will be full of cool 13-year-olds in Stefan Cooke!”
https://www.vogue.com/article/stefan-cooke-the-sims
