Dive Brief:
Men’s underwear brand Saxx has officially plunged into the world of virtual shopping with their thrilling new metaverse experience — because why should you only buy your unmentionables in the material world? In a glorious partnership with Emperia, Saxx has opened a virtual store that exclusively showcases the wonders of its new DropTemp collection. Yes, folks, shopping for underwear just evolved into a digital thrill ride.
What’s so special about DropTemp, you ask? Well, apparently it comes with proprietary technology that wicks sweat and distributes moisture like a personal moisture manager — think of it as your personal assistant for perspiration. According to a press release that hit my inbox faster than my morning coffee, these garments are designed to cool you off while simultaneously making you question why you ever wore regular undies.
And how did Saxx determine that their underwear beats the competition? They employed the “WATson” device from the esteemed Hohenstein Group, a reputable testing facility in Germany. This gadget measures how quickly your fabrics can evaporate humidity, which is what most of us have always dreamed of doing—being evaluated for our water-repelling abilities, right? DropTemp triumphed over competitors, making us wonder if the competition was even trying. Will they now host a pageant titled “Miss Underwear Performance?”
Dive Insight:
Based out of the glitzy realms of Canada, Saxx doesn’t just operate online—they also grace retailers like Nordstrom Rack, Dillard’s, and REI with their presence. So, if you’re in the mood to browse multiple retail locations while quietly contemplating your life choices and sweating in the heat, you know where to go. You might find something that doesn’t require a metaverse pass just to try on a pair of boxers.
“We like to do things differently than other men’s apparel brands,” says Saxx CEO Wendy Bennison, clearly having the time of her life marketing sweaty underwear. “This virtual store allows us to showcase our DropTemp technology in an unexpected setting.” Because, yes, nothing says “unexpected” quite like online shopping for pants that promise to evaporate your sweat. Are we sure we’re not just trying to avoid awkward conversations with store clerks?
The virtual aisles are packed with everything from swimwear to hoodies, long-sleeve and short-sleeve tops, and of course, the latest in moisture-managing underwear. Each top boasts a supernatural UPF 50, allowing you to frolic in the water without the press of fabric feeling like a Ziploc bag over your body. Who knew SPF applied to clothing? Hope your swim trunks are as serious about sun protection as you are.
Now, if you think Saxx is the only brand riding the sweet wave of the metaverse, think again! Emperia has been playing virtual wingman for various brands, such as beauty sensation Tatcha and even Bloomingdale’s before New York Fashion Week—because nothing says “fashion” quite like enthusiastic avatars purchasing overpriced makeup without leaving their homes. As if that wasn’t enough, Lacoste is also in on the metaverse shenanigans with its very own store. It seems everyone is throwing their hats—or in this case, their shirts—into the ring of virtual commerce.
Many other brands—hello, Pacsun, H&M, and Gap—are grappling with their own metaverse plots, experimenting with virtual worlds like excited toddlers at a candy store. Some have even decided that launching their latest products on Roblox is the way to go. Who wouldn’t want to buy a digital hoodie for their digital avatar? It’s the new frontier of consumerism, fresh with the scent of “why not?” And really, who can resist the allure of dressing their animated self in sweat-wicking, UV-protective attire?
