Bringing fashion to the masses

Buy Clothing made from low-impact materials like cotton and buying second-hand used to be considered sustainable shopping. Now, conscious fashion has found an unexpected ally in virtual form.

Enter the world of digital fashion. Created by Amsterdam-based design firm The Fabricant, virtual garments have found a home in the industry’s relentless appetite for novelty. Digital fashion houses, such as CGI effects and augmented reality experiences, are trying to push the boundaries of design, creativity, and sustainability.

So far, Metaverse has seen runway searches for video game avatars, one-of-a-kind NFT collections, and record sales of virtual sneakers for $3.1 million (RM13.65 million). Sounds intriguing, isn’t it? Because it is.

If you want to plunge into the world of virtual clothing, here are eight digital fashion companies to get you started, some of which are phygital (physical meets digital).

the creator

Speaking of digital fashion houses, it’s hard not to mention The Fabricant. The Fabricant, a leading digital-only fashion design company, made headlines by selling its “Iridescence” dress designed in collaboration with artist Johanna Jaskowska worth $9,500 (RM41,842).

The blockchain transaction was extraordinary, and paved the way for virtual designs that could be traced, traced, and collectible. Right now, the site features things like intricate digital headwear and even celebrity collaborations (hello, Adidas x Karlie Kloss), so if you’re new to cybergarms, fret not, there’s something for everyone.

Ouroboros

Auroboros is the tech fashion house to visit if you want to make a big electronic impact. The London-based company, whose fans include Kim Kardashian and fashion designer DJ Sita Abellan, has created a niche for bio-inspired haute couture clothing that spills over its wearer. Dubbed “technology of nature,” Auroboros’ creations are inspired by plants, animals, and other creatures.

The label’s website promises consumers a sci-fi digital outfit made to measure with a photographer of their choice. Mimicry lingerie, spooky necklaces, and burnout skirts, all made with the perfect future in mind, are available for purchase.

Carling

What if we told you that you’ll never have to buy another graphic T-shirt again? That’s the controversy Norway’s Carlings sparked when it first unveiled a phygital clothing concept that would allow shoppers to buy a single shirt and endlessly refresh it using Instagram filters.

Formerly an exclusively physical clothing line, Carlings now provides an inexpensive, everyday option for individuals seeking immersion in the world of virtual yarns in the face of an increasingly extravagant and innovative digital design landscape. Simply add their Last Statement T-Shirt to your cart and then visit the brand’s Instagram page to browse over a hundred different logos.

greeting

Tribute, the Croatia-based digital fashion collective revolutionizing “contactless fashion,” draws inspiration from early mainstays like The Sims. Tribute quickly captured Instagram with its futuristic and slick work, merging 3D CGI modeling, UX design, and coding.

While most are already known for the brand’s cyberpunk take on tuxedo, they also offer puffer coats, flared pants, and complete customization. Are you looking for a futuristic masquerade ball? Rank.

cloned

Think of a digital fashion store. Recreate a one-stop shop for fast fashion. Similar to the online multi-brand boutique, the virtual-only store allows visitors to browse an amazing inventory of pieces by a range of designers at very cheap prices by e-fashion standards.

Its latest collaboration with startup IN3D raises the bar for customization to new heights. Customers will be able to create their own 3D avatars by scanning their bodies and entering the augmented fitting room from the comfort of their own phone. Doing some window shopping? no more.

irtfact

Infiltrating a US$79 billion (RM348 billion) industry required a unique venture, yet virtual sneaker brand Rtfkt continues to set records. To date, the brand has sold more than 600 pairs of virtual sneakers totaling US$3.1 million (RM13.65 million). It also has celebrity sponsors and partners like Jay-Z and Elon Musk.

Sneaker heads can expect a wide range of one-of-a-kind kicks, viral designs, and exclusive collectibles in the form of actual sneakers and their NFT counterparts. Other unusual products are Doge slippers and metajackets. But be prepared to spend a fair coin. Rtfkt has some of the most affordable and valuable digital designs on the market, with some pieces priced at US$117,000 (RM5,151,326).

Happy99

Happy99, the online footwear label that started as just, well, non-existent, bridges the gap between coveted digital designs and the physical looks they deserve. Happy99’s call for its followers, armed with the intent to change mindless commercial culture, was to simply enjoy the beauty of the product, whether it was available for shopping or not.

Following the brand’s incredible popularity and fan requests for real products, Happy99 introduced mini drops of beanies, knitted sweaters, and socks, which its designers describe as a way to develop an identity. This narrative-like approach to consumerism is groundbreaking in its own right, with the ultimate goal of creating a seamless blend of real, digital, and purely decorative drips.

Republic

Republiqe, the world’s first digital-only fashion brand, was created in Singapore and led by fashion designer and Vogue Innovation Award nominee James Gaubert. Gaubert’s goal was to create a creative equivalent to physical clothing that would also help reduce waste and ethical issues in the fashion business.

Republiquee is already a well-known brand in the online fashion industry. Denise Keeler and Nadia Rahmat have both worn the brand, which offers a variety of unique, festival-appropriate outfits ranging from puffball dresses to thigh-high boots. All a shopper has to do is select a product, upload a photo, and presto, a dot-com look customized to perfection.

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