All the recent talk surrounding digital art, NFTs and the metaverse is also opening up exciting potential within the world of fashion.
The concept of wearing digital-only clothing isn’t new to anyone aware of The Fabricant, Carlings, or who purchases skins in video games (which brands including Gucci and Nike are now beginning to capitalise on). However, replacing the existing multi-brand eCommerce shopping experience with solely digital clothing is.
DRESSX is the largest store for digital-only fashion. Essentially, they offer virtual clothing that can only be worn on photos and videos. What’s the point of that? You may ask. Well, the brand conducted research which found that 10% of fashion consumers purchase clothing just to showcase it online – the items never get worn out of the house!
Recognizing the growing ‘purchase, Instagram, return’ trend, DRESSX’s founders Daria Shapovalova and Natalia Modenova noticed a gap in the market and asked “if the images are digital, why do (we) need to buy fashion at all?”
What’s so inspiring with DRESSX, and is almost unheard of in the high polluting NFT world, is its focus on being sustainable and minimising the waste caused by fast fashion. The brand strongly believes that the amount of clothing produced today is way greater than humanity needs. Whilst DRESSX shareS the beauty and excitement that physical fashion creates, they believe that there are ways to produce less, to produce more sustainably, and not to produce at all. The brand’s tag is “don’t shop less, shop digital fashion.”
The production of a DRESSX digital garment emits 97% less of CO2 than production of a physical garment.
The brand’s calculations show that during production they don‘t use water thus, production of a digital garment, on average, saves 3300 litres of water per item, which is enough for one person to drink 2 litres per day for 3.5 years. Furthermore, the brand donates 1% from the revenue of its sales of all its digital garments to No More Plastic foundation.
DressX activities are based around and focused on adding value to the extended Triple Bottom Line of ‘People, Planet, Prosperity, and Partnership’, thereby creating an entity that can truly achieve Net Positive Impact.
While the brand fully respects and appreciates the need for physical clothing, it expresses excitement in the potential involvement it could have amidst a plethora of creative media from gaming avatars to NFTs, digital livestreams and dressing artists for album covers and photoshoots.
