The Company Behind House Of Blueberry Is Bringing Diversity To The Realm Of Online Fashion.

Inclusion is undoubtedly important in the physical world, but it’s only recently started to take on the attention of those in the industry as the virtual world is still in its early stages of growth.
Because very few companies have truly implemented inclusion at the core of their business practices, its values ​​still permeate everything from corporate leadership to product offerings.

Online clothing brand House of Blueberry is one of them. Gizem “Mishi” McDuff started his business in 2012, but things were very different back then when it came to digital fashion.
Mishi originally entered the industry because he wanted to increase the choice of digital apparel for the open world platform Second Life.

Her frustration with the limited choice of her avatar was clear.
But this was not the beginning of Mishi’s engineering career. Prior to joining House of Blueberry, he oversaw various start-ups, including marketing and game data company He Peanut Labs. She also briefly served as Sony’s head of publishing.
She eventually stumbled upon virtual concerts and otherworldly avatars. Her interest in these areas led her to play a larger role in this area.

In an interview with FashionUnited, Mishi said:
I’ve essentially come across an underserved market of metaverse users who want stunning, cutting-edge pieces crafted with the same care as IRL (in real life) fashion.

New funding and multi-platform accessibility
The brand has moved from its Second Life home to bring digital wearables to The Sims and Roblox. Roblox has already gained over 13,000 communities in just a few months as the industry started to evolve rapidly.
This was the beginning of true scaling for House of Blueberry, as the company grew out of the home of Second Life.
The company also revealed earlier this month that it had raised $6 million in funding to support its initiative.
Avatar-direct products that can be purchased through in-game markets and catalogs on various virtual platforms are attractive to customers.

In terms of representation, Missi also overcame obstacles. Because she founded her company as a woman in the tech field, she was in a minority group.
But her business acumen is only influenced by her experience, as evidenced by the company’s 20 employees (90% of whom are women) and the products it produces.
Although not entirely intentional, Mishi went on to seek out strong women to work with her to increase the female representation in Metaverse-related businesses, where only 9% of founders and CEOs are women. enjoying.

Women’s representation in technology and gaming
This has also influenced House of Blueberry’s approach to product selection. Mr. Mishi said about this matter:

If women are not involved in the development of the game, how can we expect it to reflect the interests and desires of female gamers?
One of my main goals when founding House of Blueberry was to create a brand developed by and for women in the digital industry.
The products House of Blueberry creates reflect this sentiment, as do the partners we choose to work with.

“I believe that people accept what they often see as flaws, find beauty in them, and receive support from their groups.
It eliminates such anxiety. It’s about undoing the damage. In my opinion, customers want to be free to accept themselves as they are.

Importance of self-expression
Building a sense of community is one of the House of Blueberry’s standout ideals. This is seen in her recent partnerships with her Boy Meets Girl and Roblox influencer Leah Ashe for her latest streetwear brand, where the company unveiled a digital clothing line and hosted a virtual event. has been held.
It’s worth noting that traditional names have not resonated with the digital fashion community as much as those who are already fully involved in the industry, many of whom are gamers.
They like to see this kind of influencer entertainment and encourage more engaged participation.

As a result, Mishi said: People aren’t buying specific brands or products. they are buying a community. ’ It’s even more personal.
The bond and loyalty with that influencer is getting stronger.
Customers have come to view artists as influencers.

By embracing four core values—creator-driven, community-obsessed, data-driven, and partnership-ready—Mishi will continue to integrate these concepts into the House of Blueberry virtual world presence. We aim to continue to implement

“The gaming community and the amazing creators who live in it are at the heart of what we do,” she said.
“House of Blueberry wants to participate in all digital platforms where self-expression is valued.

Content courtesy of fashion united & NFH