Premium men’s underwear and apparel brand SAXX today launched the first-ever dedicated virtual store by an underwear company, an immersive experience in the metaverse, powered by industry virtual store platform pioneer Emperia, that allows shoppers to browse three-dimensional items in a 360-degree showroom. The store exclusively features underwear, tops and swimwear from SAXX’s DropTemp™ collection, which uses proprietary evaporative fabric to cool the body.
Upon entering the store, shoppers are transported to an oxymoronic environment where it’s snowing in the desert, subtly highlighting the cooling qualities of DropTemp™. A short pathway lined with Shoppable product displays leads to an open-air showroom. More items can be found around the showroom’s swimming pool, including underwear, short and long sleeve tops, polos and hoodies with UPF 50 that can be worn in the water. Shoppers are encouraged to “dive in” to the pool, which unlocks
another retail area consisting of a variety of prints from SAXX’s swimwear line.
“We like to do things differently than other brands, and a virtual store gave us the opportunity to bring our DropTemp™ technology to life in an unexpected setting,” said Wendy Bennison, Chief Executive Officer, SAXX. “This is an exciting step for SAXX as we’ll be able to connect with our customers in a new way. Not only does this mark our first virtual store, but it’s also our first-ever standalone retail location where shoppers can walk around and interact with our products – albeit virtually.”
“Emperia has been seeing a great retail shift in 2022, with many of our partner brands creating virtual flagship stores, extending their e-commerce presence into a 3D form. Saxx’s move into the virtual space will expand its reach into existing clients and enable its tapping into new, online-native audiences” said Olga Dogadkina, co-founder and CEO at Emperia, “with the aim to increase online engagement, grow sales and deepen the brand’s intimate relationships with shoppers, we are foreseeing this move
expanding and aligning with retailers’ e-commerce efforts in the coming years.” SAXX is passionate about keeping men comfortable and cool, so it developed DropTemp™ to amplify the body’s natural cooling capacity. The proprietary technology wicks moisture from the skin and distributes
it evenly across the fabric, allowing it to evaporate while the body sweats. Unlike chemical cooling treatments, DropTemp™ is built directly into the fabric to deliver a lifetime of hypothermiC performance.
