The two Scandinavian brands, Rotate and Remain, are offshoots of the long-established brand Birger Christensen which has been trading for 150 years now. The younger labels have jumped into the metaverse, increasing their visibility across the 49 countries that Ifland now covers.
Ifland is one of the largest metaverse platforms in South Korea, second only to Zepeto. It was launched in July 2021 by the country’s biggest mobile provider SK Telecom and can be accessed from both iPhone and Google Play. It now boasts 12.8 million users, and in November 2022 moved into European markets – Rotate and Remain are the first fashion brands from outside of Korea to partner with the platform.
A unique opportunity
CEO of Birger Christensen Collective, Denise Christensen, said “The partnership with SK Telecom is a unique opportunity for Birger Christensen [brands] to be the first Danish fashion movers in the metaverse and strengthen our communication within the web3 sphere globally.”
There are 20 free digital fashion items in this collection, exclusively created for the Ifland, and there are more items due to be released over the rest of the year. The sister brands are currently available in more than 30 countries worldwide and can be found at Net-a-Porter and Selfridges amongst others.
Ifland has a huge presence in the digisphere, so this collaboration will serve as a useful trial for Rotate and Remain to gauge demand for its products outside of the metaverse before entering any new physical markets.
South Korea may seem like an odd choice, but its government and businesses are serious supporters of the metaverse. The Ministry of Science and Information and Communications Technology has pledged to spend $186 million to create a metaverse ecosystem for the country, and the Seoul Metropolitan Government is currently busy building Metaverse Seoul.