HBC's iconic stripes have gone virtual.
for users to access in the game. Featuring the iconic HBC stripe, the Breton long-sleeve top and Breton merino wool sweater can be accessed via design codes shared on The Bay’s social media platforms.
Speaking about the decision to collaborate with the game, Meghan Nameth, the Senior Vice President of marketing at the company, told FASHION, “Through, Hudson’s Bay is connecting with and enabling players, [who are] primarily Gen Z and Millennials, to interact with our brand in a very relevant way.
As for how they decided on the HBC x Armor Lux items, the company says the collection was chosen for its “unisex appeal and its
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