Aeropostale, a once-bankrupt fashion business, was salvaged by TikTok thanks to the success of "small shirts." The company is now attempting to go viral with its newest strategy by using the metaverse.

The venerable shopping center today debuted AeroPax, an NFT collection with 30,000 unique avatars, in collaboration with development studio MetaversePlus. AeroPax:

"will build community and give members exclusive perks, including access to limited-edition apparel and VIP promotions."

The most recent major fashion brand to enter the metaverse is Aeropostale, following other labels like Gucci, Forever 21, and Balenciaga.

According to Precedence Research, the worldwide metaverse industry was worth around $69 billion in 2022 and is anticipated to reach $1.3 trillion by 2030. Digital items also have an integrated marketing platform and may be infinitely reproduced at little cost.

"Direct sales may not be front and center in the metaverse right now,"

according to a recent McKinsey analysis. In other words, it's a marketing ploy with a less-than-clear financial goal at this time.

A few years ago, Aeropostale was a failing fashion retailer with several troubled physical locations. The business had relied on the millennial playbook of thin jeans and graphic t-shirts for years, but it was no longer effective.

The company subsequently found importance once more when their "small tops" became popular on TikTok, apparently out of nowhere.

The business could also be searching for a similar viral effect in the metaverse, although it's unclear what that might entail.

Michael DeLellis, Aeropostale's head of marketing said:

"We think of it as the formation of a community of like-minded individuals ... a new generation coming together to build a brighter, more inclusive future, we have no preconceived notions about the makeup of this new community. All are welcome!"

More than 7,000 Instagram followers and more than 500 new users have joined the project's Discord channel thus far, giving it some momentum.

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