Roiworld.com, which Lifetime acquired last year, says it is the first time it has promoted e-commerce for a designer. What makes this interesting is that Kamali isn’t selling virtual goods in Roiworld.com—which is what brands like K-Swiss and Rocawear have done in the past—the designer is using the game as a platform to sell real clothes. What’s not clear is if the deal will be a financial boon to Roiworld.com as well, since Lifetime would not comment on whether it gets a retail sales rev-share.