Here's what we can expect from phygital fashion
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Here’s what we can expect from phygital fashion

Here’s what we can expect from phygital fashion

Brands are embracing phygital fashion to bring added value and create a better retail experience for customers

Phygital fashion

If we stop and think about the sectors which have rapidly changed over time, fashion and tech are sure to come to your mind. Rightly so, these are among the most dynamic of all fields, with one defined by changing trends of the public, whereas the other simply keeps on growing with the latest advancements. Phygital fashion is something that brings us a bit of both, while also defining the expected future of the fashion industry.

The term ‘phygital’ might sound confusing, especially to those who haven’t heard of it much. It is actually not as complex, as it simply defines a mix of physical and digital approaches. This concept, however, might not be identified as such but has been present for a long time, as we can see digital services helping us get through the physical work in a more convenient manner in industries like banking, international trade, real estate, shopping, automotive and certainly, fashion.

Fashion, web3 and the metaverse
The advent of blockchain technology has brought drastic changes in almost every industry. After getting stormed by the rapid rise of cryptocurrencies, non-fungible tokens (NFTs), then became the talk of the town with top companies, brands and celebrities diving into it, further enhancing its impact. The fashion world was not to be left behind, as it embraced the new trends, bringing a new dynamic of the industry.

A further progression in digital fashion was seen with the conception of the metaverse. As the virtual world allows you to pick your own avatars and appearances, this opened up yet another avenue for fashion designers and enthusiasts to test their imaginations. Users can find the best outfits, gears and accessories that can be donned in the virtual world, creating an image which was never possible earlier.

This leads us to phygital fashion, as all the outfits and accessories you purchase in the virtual arena, are now also available physically, in the real world. There have been several fashion brands and designers working toward phygital fashion, where you can bring your imaginary self to the real world. Among these, some are worth mentioning for their futuristic method and approach to fashion.

One of the leading companies in this domain, RTFKT offers unique collections of digital artifacts and sneakers. Acquired by Nike, the brand has the backing of manufacturing excellence, further enhanced by the use of augmented reality, game engines, blockchain technology and NFT. It is a prime example of what phygital fashion represents, offering high-end fashion products both in the virtual and real world.

DRESSX is a multi-vendor store offering digital fashion collections from top brands and designers. Taking a cue from conventional e-commerce stores for physical fashion, the brand has brought the same level of convenience and variety to the virtual world. The theory behind the brand is that the world has way more clothing than is already needed, so people can cut down on physical purchases and go for fashion in the digital world instead.

The Fabricant
The Fabricant is a purely digital fashion house founded in 2018. The garments and accessories are offered as NFTs, which can be created in a customised way and can be either worn or traded. The interesting thing about Fabricant Studio is that it allows you to directly customise the outfits, with options for colours, fabrics and more.

Oshii Brownie
Another notable name in the world of digital fashion, Oshii Brownie is known for its esthetic designs that focus on self-expression and cultural diversity. It is a purely hybrid, or as we now call it, a phygital fashion brand offering a wide range of products as NFTs and also in physical form.

Along with these, several other brands hint toward the future of fashion. There is no denying that physical fashion will stay, yet the imaginative and limit-free nature of digital fashion will keep on attracting more fashion enthusiasts into its fold.

Given that, we can expect much more from phygital fashion in terms of scale and competence.

Read: Insights: Gaming, Gen Z and the metaverse

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