Morgan Chittum

<div id="highlights-block_61d3430a480bd" class="highlights">
 <ul>
 <li>CEEK, a VR streaming platform, first hinted at a potential future collaboration with the brand in a Dec. 7 tweet</li>
 <li>CEEK founder Mary Spio told Blockworks that the reports alleging that H&amp;M is currently in partnership with her company are not true</li>
 </ul>
 
</div>



Retail giant H&amp;M is not opening a 3D store in the metaverse, despite widely-circulated media <a href="https://in.mashable.com/tech/26529/hm-jumps-into-metaverse-opens-its-first-virtual-store" target="_blank" rel="noreferrer noopener">reports</a>. 



H&amp;M, the second-largest clothing retailer in the world, quickly dismissed the rumors in an email to Blockworks on Monday. 



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> “I&#8217;d like to confirm that we are not opening a store in Metaverse,” a spokesperson from H&amp;M said. </blockquote>



Rumors initially emerged after a tweet from virtual reality (VR) developer CEEK on Dec. 7, showcasing a concept project for a VR version of an H&amp;M store that hinted at a potential collaboration between the two.



“Yes we’ve seen the tweet from them but it’s not a collaboration with Ceek,” the spokesperson added, but did not specify future involvement with the Florida-based firm. 



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="550" data-dnt="true">Shopping in the <a href="https://twitter.com/hashtag/metaverse?src=hash&amp;ref_src=twsrc%5Etfw">#metaverse</a> with <a href="https://twitter.com/search?q=%24CEEK&amp;src=ctag&amp;ref_src=twsrc%5Etfw">$CEEK</a> Concept VR store presented to <a href="https://twitter.com/hm?ref_src=twsrc%5Etfw">@hm</a> by <a href="https://twitter.com/hashtag/CEEK?src=hash&amp;ref_src=twsrc%5Etfw">#CEEK</a> Creating mainstream use cases for <a href="https://twitter.com/search?q=%24CEEK&amp;src=ctag&amp;ref_src=twsrc%5Etfw">$CEEK</a> + scaling <a href="https://twitter.com/hashtag/Virtualreality?src=hash&amp;ref_src=twsrc%5Etfw">#Virtualreality</a> beyond games. <a href="https://twitter.com/hashtag/VRAPP?src=hash&amp;ref_src=twsrc%5Etfw">#VRAPP</a> <a href="https://twitter.com/hashtag/CEEKVR?src=hash&amp;ref_src=twsrc%5Etfw">#CEEKVR</a> <a href="https://twitter.com/hashtag/NFT?src=hash&amp;ref_src=twsrc%5Etfw">#NFT</a> <a href="https://twitter.com/hashtag/VR?src=hash&amp;ref_src=twsrc%5Etfw">#VR</a> <a href="https://twitter.com/hashtag/CEEKVenues?src=hash&amp;ref_src=twsrc%5Etfw">#CEEKVenues</a> 👉🏽 More at <a href="https://t.co/oAvCTgp2Bk">https://t.co/oAvCTgp2Bk</a> <a href="https://t.co/OI4BFkyUAw">pic.twitter.com/OI4BFkyUAw</a>&mdash; Ceek (@CEEK) <a href="https://twitter.com/CEEK/status/1468288936921468931?ref_src=twsrc%5Etfw">December 7, 2021</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
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CEEK founder and CEO Mary Spio told Blockworks that the reports alleging that H&amp;M is currently in partnership with her company are false as well. 



However, there have been ongoing talks of future collaboration with the metaverse-related platform and H&amp;M USA, specifically.



&#8220;There has never been any statement from CEEK that we&#8217;re partnering with H&amp;M on a metaverse store,&#8221; Spio said. &#8220;It was a concept that was presented to [them] last year. We&#8217;re in discussions with them. That&#8217;s basically what this [tweet] is.&#8221;



Various media <a href="https://in.mashable.com/tech/26529/hm-jumps-into-metaverse-opens-its-first-virtual-store" target="_blank" rel="noreferrer noopener">outlets </a>previously reported that customers could walk through a virtual store in a 3D virtual world, also known as CEEK City Universe, and choose a digital clothing item offered by H&amp;M to purchase. Users could then buy the digital collectibles via a virtual currency, dubbed <a href="https://coinmarketcap.com/currencies/ceek-vr/" target="_blank" rel="noreferrer noopener">CEEK</a>, to wear online. 



&#8220;We are in discussions with different people at H&amp;M to make this a reality, but this is not something that&#8217;s a reality as of now,&#8221; Spio added. &#8220;I believe that this misinformation is probably put out there to spread FUD.&#8221;



CEEK is currently trading up 0.31% at $0.71 at time of publication. According to <a href="https://coinmarketcap.com/currencies/ceek-vr/" target="_blank" rel="noreferrer noopener">C</a><a href="https://www.coinbase.com/price/ceek-vr" target="_blank" rel="noreferrer noopener">oinbase</a>, the token has declined by 22.5% in the past 30 days. 



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