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Clothing brand Charli Cohen is marking the 25th anniversary of the Pokemon phenomenon with the launch of a digital shopping experience to display a themed collection of garments and wares.

Developed by Yahoo Ryot Lab, in collaboration with the department store chain Selfridges, the cyberpunk-themed environment will enable fans to kit themselves out with merchandise themed around the popular game world and its menagerie of critters.

Electric/City visitors will be immersed in a fully spatial three-dimensional environment and motion-capture tech, all streamed in 4k to bring the purchase of blockchain-enabled digital collectables to life.

Once logged in, shoppers create custom avatars to navigate this world, which can be dressed with purchased digital garments and viewed via the augmented reality body-tracking Snapchat lens or shared via social media and other virtual environments.

Sam Field, director of creative technology, EMEA at Yahoo, said: “For Electric/City, we’ve built what we call a Brandiverse: a hybrid of emerging technologies that create immersive brand experiences at scale.

“As an industry rooted in innovation, our Brandiverse is a natural fit for fashion brands – embracing the power of immersive storytelling to allow people to explore their identity through fashion in new ways and throughout their physical and digital lives.”

Charli Cohen added: “Our digital identity has become as important as our physical one as the line between the two continues to blur. With this first-of-its-kind digital store, we can give customers the ability to choose whether they want a physical or digital Charli Cohen garment and, if digital, what platforms they want to take it into – giving the digital clothing true utility and not just bragging rights.”

An in-store launch promo was held within Selfridges itself to whet fans’ appetites for the digital environment, where customers were given the opportunity to register for a digital wallet.

Apollo Global Management acquired Ryot and Yahoo in September as part of a $5bn acquisition of Verizon assets.