American Apparel is setting up shop in a new, exotic location — an island on the online metaverse Second Life. The company has become the first retailer to set up shop in the popular, digital world.

Designs can be purchased using the in-world currency, Linden dollars, by any of the more than 200,000 people who inhabit Second Life. Fashion is one of the virtual world’s largest industries and the American Apparel clothing line will have to compete with the racy designs of Second Life’s digital designers.

Elsewhere in the virtual online world, people are using gaming technology to create protests against the Iraq War. An Unfair War is a five minute film about an Iraqi man coming to terms with the dangers of his everyday life. The movie was made with the Sims 2 computer game.

This is not the first time a game has been used to protest against the war. Earlier this year, a player named “Dead-In-Iraq” used the game America’s Army to illustrate all of the American soldiers who have died in Iraq. During the game, the player would type soldiers’ names, ages and dates of death on the screen where other players could view it.