Virtual clothes have come a long way since the red sneakers worn by Sonic the Hedgehog in the 1991 game. A new generation will soon live virtual lives in the gaming metaverse – a collective virtual shared space – where they play, hang out with friends, wander around and, increasingly, dress up in designer wear. While the concept may sound baffling to anyone born before 1996, for Gen Z (those born between 1996-2012) and Gen Alpha (those born post-2012) it is second nature. Having grown up with smartphones, Snapchat and Instagram, the metaverse offers a way to connect to anyone, anywhere and it's where creativity and individuality can be freely expressed. With an estimated 2.5 billion gamers, who spent a collective $100 billion on virtual goods pre-pandemic, it is no wonder companies are keen to be involved. Hailed as the successor to the internet, the metaverse is an entirely digital space, inhabited by digital avatars, that many see as becoming the platform of choice in the very ne...