Minecraft’s ‘first luxury goods collection’ features real-world $3,000 Burberry coat
Blockheads with $3,000 burning a hole in their pockets and a desire for a new coat can now blow their dough on a Minecraft-themed garment from high-end fashion brand Burberry.
Famed for its signature tan check, Burberry says its Minecraft tie-up unites “two brands with shared values of exploration, creativity and self-expression” and has resulted in “a fully immersive and branded in game experience, which is bespoke in both landscape and story line.” Minecraft started life as an indie game, popularised the sandbox genre, and became wildly popular because players – mostly kids – can use it to create almost anything. The game is free online, and a cheap download. Microsoftin 2014 and has curated it decently, often promoting it as an educational tool and on-ramp to coding.
Parents have generally found it hard to disapprove of because Minecraft lacks blood and guts and it can be considered a kind of digital Lego. And here we are now with a brand that unashamedly targets the wealthy commoditising it with coats that cost $3,000. Even the cheapest item in the “capsule collection” of Burberry’s Minecraft-adjacent items – a– costs $250. Another scarf, which costs $550, mixes Burberry’s house check and Minecraft imagery. It has already sold out a day after the November 1st launch of the range.
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