Wrangler Enters The Asian Gaming Metaverse With Zepeto  

Wrangler Jeans is collaborating with Naver owned Zepeto, Asia’s largest metaverse to launch a series of Web3 wearables. 

The American heritage denim brand worked with 3D production specialist Vrtl Wrld to release a series of Wrangler classic denim jackets and jeans on Zepeto. Asia’s leading metaverse platform has over 300 million users and around 20 million active monthly users. It also has a strong history of partnering fashion brands including the likes of Christian Louboutin, Ralph Lauren, Bulgari, Nike, Adidas, Dior Beauty and Kiehl’s.

While this is not Wrangler’s first dive into the metaverse—having collaborated with American illustrator Jeremy Booth on a Web3 wearable collection earlier in April 2023—it is indeed its first foray into the Asian metaverse and shows how the brand wants to ramp up its presence in the region after years in the wilderness.    

According to ASN data, Wrangler has been largely muted in the Asian sponsorship market over the past five years since withdrawing from backing History Channel’s Ride n Seek in August 2019. Even during its heyday, it had merely invested in deals in the US$50k to US$100k range, namely sponsoring TV programmes in India and Pan-Asia. The brand’s latest spend might just augur a sign of things to come in its sponsorship strategy across the region.