META KAWAII launches physical apparel based on avatar fashion

Sixty Percent, which operates the online streetwear store “60%,” has started offering physical editions of digital outfits from Web3 brand “META KAWAII” at the store.

META KAWAII is a collection of digital outfits for the avatar “DROP’S” which has recorded a total transaction value of over 70 million yen (approximately US$530,000) in the market. The company has long been involved in both physical and digital fashion projects.

The launch of the physical editions was said to allow users to enjoy linked fashions.

Two items were launched at the store on December 19. They are the “Exclusive Kawaii Rainbow Hoodie” and the “Exclusive Kawaii Rainbow Sweater,” priced at 19,800 yen and 18,700 yen, respectively, including tax. Both are black and come in one size for all.

Launched in 2018, 60% focuses on bringing Asian fashion to the world. It covers more than 800 brands from over 10 Asian countries and regions, including South Korea, Indonesia, China, Thailand, Vietnam, and Japan, with a focus on hard-to-find street brands.