DressX, a global leader in avatar fashion and AI styling technologies, recently announced the launch of DressGo, its first game on Roblox. Sportswear brand, Puma, is the launch partner.
With over 100 million digital assets distributed worldwide, DressX has redefined the genre of avatar dressing, combining cutting-edge technology with fashion. DressGo expands that vision into an immersive gaming experience where players can dress up their avatars and participate in styling challenges.
“With DressGo, our creative goal was to build a playground for fashion lovers — a space where style is interactive, expressive, and competitive. That vision came to life with Style Academy, a virtual world where players collect rare items, take on fashion challenges, and evolve their personal style. The thrill of the mystery box mechanic, the creativity of crafting unique looks, and the excitement of winning a style-off turn fashion into strategy, storytelling, and self-discovery.”
Julie Krasnienko, Product Lead, DressX
DressGo is a fashion-first Roblox game by DressX that transforms digital dressing into a dynamic gameplay experience. Players style their avatars, complete fashion challenges, and build personalized wardrobes by collecting rare items. The game features a mystery box system, where players unlock looks through random drops, adding excitement to every styling session. Items obtained from these boxes can be worn inside the game for free, while players have the option to purchase them with Robux to enable use across the broader Roblox platform.
The first phase of the collaboration features Puma’s existing Roblox catalogue, along with three new dresses, available via interactive loot boxes inside the game. Each item is categorised by rarity: Base, Chic, Iconic, Runway, or Couture, inviting players to explore, collect, and curate their personal digital wardrobes.
Players can wear Puma pieces inside DressGo for free and choose to purchase them with Robux to unlock permanent access across the entire Roblox platform.
“Partnering with DressX on their new Roblox experience, DressGo, is an exciting opportunity for Puma to deepen our presence on the platform without building a new experience from scratch. This collaboration lets us showcase our fashion-forward styles that particularly resonate with female gamers, highlighting the diverse audiences that brands can connect with through gaming.”
Ivan Dashkov, Head of Emerging Marketing Tech, Puma.
Built for Gen Z and the next wave of creators, DressGo turns digital dressing into a genre of its own where every outfit is a move, a mood, and a message. More drops from Puma and other brands are on the way, with new collections set to unlock creativity inside the game.
“At DressX, we believe the future of fashion will be defined by interaction, personalisation, and presence across the digital spaces where people spend their time with each other. And our partnership with Puma allows players to experiment with iconic looks in a fully digital playground, native to Gen Z and Gen Alpha, turning outfit choices into creative expression, not just consumption,”
Daria Shapovalova and Natalia Modenova, founders of DressX.
Digital fashion retailer DressX has launched its first game on metaverse platform Roblox, together with partner Puma. The game called DressGo will allow players to dress up their avatars, participate in styling challenges and build personalised wardrobes by collecting items of varying rarity.
Via a mystery box system, players can unlock looks through randomised drops. Items obtained from these boxes can be worn inside the game for free, while players also have the option to purchase them with Robux, Roblox’s virtual currency, to enable use across the platform.
“With DressGo, our creative goal was to build the ultimate playground for fashion lovers – a space where style becomes interactive, expressive and competitive. That vision came to life with #Stylecademy, a virtual world where players collect rare items, take on fashion challenges and evolve their personal style. The thrill of the mystery box mechanic, the creativity of crafting unique looks and the excitement of winning a style-off turn fashion into strategy, storytelling and self-discovery,”
DressX product lead Julie Krasnienko.
The first phase of the collaboration with Puma features the sportswear giant’s existing Roblox catalogue plus three new dresses. These are available via interactive ‘loot boxes’ inside the game. Each item is categorised by rarity into Base, Chic, Iconic, Runway or Couture.
“Partnering with DressX on their new Roblox experience, DressGo, is an exciting opportunity for Puma to deepen our presence on the platform without building a new experience from scratch. This collaboration lets us showcase our fashion-forward styles that particularly resonate with female gamers, highlighting the diverse audiences that brands can connect with through gaming. DressX has been a true innovator in digital fashion, and we are proud to be early partners as they push the boundaries of virtual style and self-expression. We look forward to supporting the growth of DressGo and continuing to find fresh ways to engage gaming communities.”
Ivan Dashkov, Puma’s head of emerging marketing tech.
DressX was founded in 2020 and has distributed over 100 million digital assets globally till date.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
