Burberry unveils Minecraft collection featuring £2,000 trench coat

Burberry has teamed up with gaming franchise Minecraft on a new unisex clothing collection – which includes a £2,000 trench coat, £430 sweatpants and a £350 bucket hat.

Launching online and in select stores today, the iconic British fashion house has given a playful nod to the building blocks that make up the game by incorporating them into its design.

The £390 camel cashmere scarf – featuring the brand’s iconic red-and-black plaid – has the brand’s name written in the game’s instantly recognizable pixel font and topped with block yellow flowers.

Meanwhile, the £720 gray cotton hoodie features the Thomas Burberry monogram written in Minecraft’s blocky font.

In addition to the limited edition capsule collection of 15 items, which costs a total of £9,640, Minecraft has also created a Burberry experience for players to explore in-game.

This £280 wool scarf (available to purchase and download) features the Minecraft logo and is part of the game’s limited edition collaboration with British fashion house

Minecraft has created an entire map inspired by the British fashion house. Pictured: An avatar wearing the £2k designer trench and standing behind the Thomas Burberry logo hedge

In addition, gamers can dress their avatars in one of the 15 new pieces in the Burberry collection.

The popular gaming franchise – which launched in 2011 – now has 93 million monthly active users, according to Company of apps.

Designed with Minecraft mapmakers Blockception, the new challenge in the game places players in the middle of London – where the fashion house is located – and offers an impressive recreation of St Paul’s Cathedral, Big Ben and Tower Bridge.

The creators have also created an Equestrian Knight character – in a nod to the Burberry logo – and a Thomas Burberry maze to play in.

In addition, gamers can interact with members of the ‘Burberry animal kingdom’ such as giraffes, monkeys and pelicans, who have been given mystical powers.

Designed with Minecraft mapmakers Blockception, the new challenge in the game places players in the middle of London. The level features a particularly impressive response from St Paul’s Cathedral

Games can explore some of London’s most famous locations as the game pays tribute to the fashion house’s heritage

A Minecraft character pictured wearing the £290 designer scarf while exploring the new map

Meanwhile, they can also take a ride in a hot air balloon customized with Burberry’s iconic checkered print or admire the giant Thomas Burberry monogram hedge that resides in one of the many fields on the map.

To celebrate the launch of their new collaboration, the fashion house has released an Instagram filter inspired by the game’s retro aesthetic and Minecraft emojis.

The two companies have also pledged to plant 25,000 trees through conservation group Conservation International.

Phillip Hennche, Director of Channel Innovation at Burberry, said: “We are excited to partner with Minecraft to bring the Burberry brand story to life in such an immersive way.

The brand’s £2,000 trench coat is the most expensive item in the range. The limited edition trench coat gives a nod to Minecraft with the blocks on the back

Left: The £720 gray cotton sweatshirt has the Thomas Burberry monogram written in Minecraft’s blocky font. Right: A pair of black cotton track pants with three Minecraft flowers will set shoppers back £430

Left: The £390 camel cashmere scarf – featuring the brand’s iconic red-and-black plaid – has the brand name written in the game’s instantly recognizable pixel font. Right: The £280 black and white designer wool scarf has the Burberry logo printed on the inside

Left: The £290 baseball cap goes up to size XL. Right: The £350 bucket hat combines both the Burberry and Minecraft logos.

“With a shared belief in adventure, community and the power of creativity to open up spaces, the natural synergy between our two brands has allowed us to connect our respective worlds in ways that are unexpected yet completely natural.

“By coming together, we hope to connect communities and inspire our consumers with a whole new way to experience our brand.”

Kayleen Walters, Head of Franchise Development at Mojang Studios, added: “We are excited to announce Minecraft’s first luxury goods partnership with Burberry, one of the most iconic fashion brands in the world. Our capsule collection and exclusive in-game content bridge the digital and physical worlds through a celebration of adventure, exploration and self-expression.

“Through our partnership, we will bring the joy of gaming to the world of luxury fashion and introduce a new audience to the endless creative possibilities within Minecraft.”

The capsule will be available exclusively online and seven global stores and pop-ups, including Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Seoul Cheongdam, Korea; 101 Taipei, Taiwan, China; and Siam Paragon, Thailand.