Building sustainability credentials in the metaverse

By now, we’re all pretty much aware that sustainability seeks to save not only the planet but our very lives on earth, from the food we eat to the clothes we wear, the air we breathe, and the precarious weather events we endure. However, although the metaverse may seem like a comical distraction from our planetary problems, it could end up solving some as its already driving sustainability and might even have the potential to turn material consumption on its head thanks to brands that are already developing strategies to push their products into these virtual worlds with better climate and social outcomes.

“I recently started thinking about sustainability when I buy clothes.”
— Anrae, 22, VA

Image of avatars at a virtual Looptopia experience presented by H&M


To promote self-expression and sustainability, H&M recently launched its most immersive experience yet, premiering Looptopia, where players can playfully experiment with materials and patterns, creating the next virtual garment and wardrobe for their avatar. Partnering with metaverse studio Dubit, H&M's new interactive online experience also puts circular actions at the heart of the fun. Where players can trade and recycle old clothes to earn super-rare elements and become the star of the runway show.

Image of the aespa and Paper logo over a light purple background with abstract stone looking items floating


K-Pop girl group aespa is teaming up with PAPER to mark the magazine's official entrance into the Web3 space. The partnership has been touted as a cyberpunk celebration of music, media and blockchain technology, with an accompanying digital capsule collection debuting on PAPER in the coming weeks. Cyber-chic items will be available for purchase, using Polygon technology helping to ensure that the collection is sustainable, inclusive and accessible.

Image of a black man in the Rens wearing their sustainable hoodie and holding a potted plan. A green border with white flecks surrounds the image.


Continuing its mission to promote sustainable fashion through technology and innovation, - Rens, the Finnish sustainable fashion startup, added a vegan athleisure hoodie to its collection in 2022 made from coffee grounds, recycled plastic, and bamboo viscose. The launch coincided with an exclusive limited run of NFTs using lower energy Polygon blockchain, which is shown to be more than 99.99% carbon efficient, highlighting how the company is driving sustainable innovation in both the physical and digital space.