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CHARLI COHEN X POKÉMON

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Ever explored the metaverse? To celebrate 25 years of Pokémon, we’ve joined forces with the iconic brand, designer Charli Cohen, and immersive storytelling production house Yahoo RYOT Lab. Together, we’ve built Electric/City – a virtual city inspired by the fashion capitals of the world – where you can shop exclusive physical and digital garments. Scroll on to discover more and shop the physical collection
Explore & shop
CHARLI COHEN X POKÉMON
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Ever explored the metaverse? To celebrate 25 years of Pokémon, we’ve joined forces with the iconic brand, designer Charli Cohen, and immersive storytelling production house Yahoo RYOT Lab. Together, we’ve built Electric/City – a virtual city inspired by the fashion capitals of the world – where you can shop exclusive digital and virtual garments. Scroll on to discover more and shop the physical collection.
Explore & shop

Discover Electric/City

In Electric/City, you’ll find three zones: Central Square, Festival Park and the Backstreet Afterparty. Explore the spaces to shop fashion collections like no other, including an exclusive Charli Cohen x Pokémon collection of physical garments featuring Pikachu, and Kaleidodrip, an exclusive Charli Cohen collection of four digital garments that you can shop and then wear via a body-tracking AR Snapchat lens or a customisable digital AR avatar, which can also be used across more than 300 other virtual platforms.

Explore & shop



The digital Kaleidodrip collection is an experiment in digital identity, and we can’t wait to see customers rocking it in games and social spaces across the metaverse. This whole project has been so exciting – we’ve been able to build out our dream world in Electric/City and have pulled off a legendary 25th birthday party for Pokémon!

Designer Charli Cohen

Shop the Charli Cohen x Pokémon physical collection

Keep your eye out in Electric/City for Pikachu, who’s hidden on garments throughout the metaverse. He stars on Charli Cohen’s exclusive physical clothing collection, which you can also shop right here. “We wanted to bring tech to streetwear,” says designer Charli Cohen, “the physical collection is made in high-performance fabrics – including recycled ocean plastics and organic cotton – hand-finished in London with a fine-art-print process. And, when the accompanying QR code keyring is scanned, the pieces activate a Pikachu AR experience.”

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With the increasing importance of our digital identities, we felt that it would be interesting to collaborate with Charli Cohen and Yahoo RYOT Lab to create a first-of-its-kind immersive 3-D brandiverse, wherein customers can choose to purchase exclusive digital and physical garments.

Selfridges Head of Womenswear Buying Jeannie Lee

Explore our real-life store (and find prizes)

Continue exploring the virtual world of Electric/City in the IRL world of Selfridges London, where we’re hosting an extraordinary treasure hunt. From 1–3 October, head to the Atrium on 2, where you can register for a digital wallet and go on a search around the store for spots to scan and be in with the chance of winning physical prizes or one of the Charli Cohen digital collectables.