July 9, 2025 - DRESSX, a global leader in Avatar fashion and AI styling technologies, proudly announces DRESSGO, its first game on Roblox, focused on style, self-expression, and digital identity. In a bold statement of innovation and creative partnership, legendary sportswear brand, PUMA, joins as the launch partner, bringing its iconic vision into the next era of virtual self-expression.
With over 100 million digital assets distributed globally, DRESSX has redefined the genre of avatar dressing, combining cutting-edge technology with high-fashion sensibility. Now, DRESSGO expands that vision into an immersive gaming experience where style is the game in which players can dress up their avatars and participate in styling challenges.
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.
said Julie Krasnienko, Product Lead, DRESSX
DRESSGO is a fashion-first Roblox game by DRESSX that transforms digital dressing into a dynamic, expressive gameplay experience. Players style their avatars, complete fashion challenges, and build personalized wardrobes by collecting items of varying rarity. The game features a mystery box system, where players unlock looks through randomized drops, adding excitement and surprise 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 categorized 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.
said Ivan Dashkov, Head of Emerging Marketing Tech, PUMA.
