Gucci is strengthening its relationship with Web3. On Monday, the luxury brand announced a multi-year partnership with Yuga Labs, the Web3 company behind several well-known NFT collections, including Bored Ape Yacht Club, Cryptopunks, Mebits, and Narrative NFT Project 10KTF.

It also runs the Otherside, a bored app-themed virtual world and game. The deal is meant to increase engagement between each company’s communities “by exploring the intersection between fashion and entertainment in the metaverse,” they said in a release.