Renner has released a collection of PlayStation-inspired apparel

The collection includes hoodies, pants, t-shirts and shorts, starting at Rs 89.90

A giant in Brazil’s fashion and lifestyle market, Renner is betting on attracting gamers. For this, it has partnered with Sony and will launch a collection of clothing inspired by the design of the PlayStation 5. Another novelty of the collection is that it was designed and created 100% digitally.

The project was developed in collaboration with Rafael Pereira, the stylist of the main Brazilian rappers. The clothing has a streetwear style and incorporates the PlayStation concept and visual identity. This means that white, blue and silver colors predominate, just like in a video game. In addition, the brand also used computer graphics used on digital mannequins from scans of real bodies.

To create them in the virtual world, Renner used several 3D tools aimed at digital modeling. In total, 10 different pieces of clothing have been developed, including hoodies, pants, shirts and shorts, with prices starting at R$89.90. Notably, Renner was the first retailer to officially sell Playstation products in Brazil, back in 2017.

The products will be sold in Renner’s e-commerce and two physical stores in São Paulo (Mall Norte and Morumbi Shopping). Fernanda Fayo, Renner’s style director, said that Renner is trying to democratize the PlayStation and show that anyone can use it.

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“Recently, we realized that this world would be a good gateway for us to try out new technologies related to digital fashion, because players are engaged, open to new things and experiments. We always want to be where our customers are and exceed their expectations,” – said the stylist in an interview with EXAME.

He also comments that the gaming community is becoming more and more representative in Brazil, making Renner a sure bet.

Today, at Renner, we engage with gamers in a variety of ways, whether it’s selling products from licensed brands, working with content creators (streamers) who are immersed in the environment, and promoting pioneering initiatives that merge the physical and online worlds like this one. That’s the case with this collection we’re starting– said Fernando.

Renner’s campaign also has a team of influencers from the gaming world to run social media activations to promote the collection to the public.

We realized that this world would be a good gateway to test new technologies related to digital fashion, because players are engaged, open to new things and experiments.“- concluded the stylist.

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Source: EXAM

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