H&M (Hennes & Mauritz), one of the world’s largest apparel labels, expanding its presence into the metaverse has been making the rounds on the internet in recent days. According to reports, the Swedish apparel manufacturer was in negotiations with CEEK, a virtual reality startup.

This occurred when CEEK uploaded a video of the virtual H&M store on Twitter. This fueled rumors that H&M was planning to change the way people shop. But now the retail giant has denied the reports. A spokesperson refuted all of these assertions and any collaboration with CEEK, as quoted by Bitcoin.com.

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“We’d like to confirm that H&M is not opening a store in Metaverse at this time,” the spokesperson said. They also mentioned, “We are also not collaborating with CEEK.” CEEK, too, rushed to Twitter after this was revealed to stress that this was only a proposal and that no meaningful action is being taken.

The Tweet read, “Hi Ceekers, as stated in the post below, the @hm store in the #Ceek #metaverse was just a concept that was presented to H&M and not an actual virtual store yet. We are in discussions with people at H&M to make this a reality, but this is not something that’s a reality as of now. (sic).”

Hi Ceekers🤩 As stated in post below, the @hm store in the #Ceek #metaverse was just a concept that was presented to H&M and not an actual virtual store yet. We are in discussions with people at H&M to make this a reality, but this is not something that’s a reality as of now. https://t.co/TEmNpoF0Ki

— Ceek (@CEEK) January 3, 2022

CEEK is a virtual reality metaverse located in the United States that connects its users with famous musicians, sportsmen, and other celebrities through virtual worlds.

H&M (Hennes & Mauritz) is a global fashion and design brand with outlets in 75 countries and 53 online marketplaces. H&M is one of the world’s largest apparel retailers, with 4,856 locations as of September 30, 2021. Germany, the United States, the United Kingdom, France, Sweden, Russia, Italy, and the Netherlands are its main markets.

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