Musical brand

Digital fashion brand Blueberry reveals metaverse drop with Broadway musical

In support of Mental Health Awareness Month, digital fashion brand Blueberry has revealed it will be hosting a metaverse fundraising event alongside Broadway musical Dear Evan Hansen.

Set to launch on May 13, the brand will release a digital version of the show’s signature blue striped polo shirt, which will be available via Roblox at an affordable price and with customization options.

The partners said 100% of proceeds will be donated to the Child Mind Institute, a non-profit organization dedicated to helping children struggling with mental health and learning disabilities.

Alongside the fashion drop, the duo will also be working with Bored Ape Yacht Club, a digital collectibles platform, on releasing two Bored Ape non-fungible tokens (NFTs), each also wearing the blue polo shirt. .

“Blueberry is thrilled to partner with Dear Evan Hansen and The Child Mind Institute to support a cause so relevant to our community,” Mishi McDuff, Founder and CEO of Blueberry Entertainment, said in a statement.

McDuff continued, “The Blueberry brand ethos is built on accessibility, inclusivity and solidarity, all of which align closely with Mental Health Awareness Month. We hope this is just the beginning of the metaverse’s collaborations with charities, being a force for good in the physical as well as digital world.