Things are Gucci around the swamp after this 102-year-old luxury fashion House announced a new multi-year partnership with the Bored Ape Yacht Club’s parent company, Yuga Labs.
On Monday, Gucci announced that it had signed a new deal with Yuga Labs and that they look forward to exploring the intersection of fashion and entertainment.
“Continuing to explore the Metaverse, the House comes together with @yugalabs,” Gucci tweeted along with an image of the Curtis’ hand holding a bottle of Koda elixir with Gucci spelled out on the label. “Stay tuned as a new narrative takes shape, blurring the boundaries between the physical and digital.”
Following Gucci’s announcement, Yuga Labs shared the same image of Curtis holding the bottle of Koda elixir on its Othersidemeta account and tweeted, “In a place where worlds collide, we appear. @gucci.”
As the Bored Ape Gazette previously reported, the news of Gucci and Yuga Labs’ partnership was first reported this morning by Business of Fashion reporter Marc Bain.
“We are excited to unveil this multifaceted partnership with Yuga Labs, a leader and creative pioneer in web3,” Robert Triefus, Gucci’s senior executive vice president, corporate and brand strategy, and chief executive of Gucci Vault & Metaverse Ventures, said in a statement to Bain. “This will give us an active role in Otherside and 10KTF’s continuing narrative, unfolding in multiple forms.”
Bain went on to report that Gucci’s participation in the Otherside will begin this week.
Gucci is no stranger to the Yuga Labs ecosystem. As the Bored Ape Gazette previously reported, the company began accepting $Ape as a payment option in its stores in August 2022.
Further, the luxury fashion house has previously released a line of “Gucci Grail” profile photos with recently acquired Yuga Labs project, 10KTF and Wagmi-San.
