Luxury and mainstream fashion brands have adopted digital fashion in diverse ways, ones little by little while others created worlds in the digital realm. Some were even born digital.

This is the continuation of some examples of brands adopting digital fashion. Others were born in the digital realm as part of the transformation that the fashion industry is undergoing as it steps into the virtual world, embracing the metaverse to redefine how consumers interact with clothing.

Let’s keep digging into the brands at the forefront of this industry!

Fashion Brands Revolutionizing the Industry

Adidas

Adidas has ventured into the Metaverse with multiple initiatives since 2021. Adidas Originals’ road within Web3 started with the purchase of a Bored Ape and establishing a presence in The Sandbox.

The launch of “Into the Metaverse” in 2021 marked their major first stage, with a minting event for members of BAYC, Punks Comic and Gmoney’s communities. It was a collection of 30,000 NFTs on the Ethereum blockchain, offering exclusive physical merchandise and digital benefits. The drop has expanded through three phases, each bringing exciting opportunities for NFT holders.

The first phase included innovative projects like the Prada re-source and Hot Seats with Bad Bunny. Phase two brings access to exclusive physical merchandise for participants.

In 2022, Adidas dropped the largest NFT capsule in history by surprise. Then, it launched Adidas’ Virtual Gear, a collection of 16 interoperable digital wearables.

Puma

Puma first joined the metaverse with Black Station, an experimental 3D spatial playground, in 2022 with their NITRO NFRNO and NITRO Fastroid sneakers. The brand launched Black Station 2 in 2023 to maintain and expand its metaverse presence.

Nike

Nike’s foothold on the Metaverse was embodied by its purchase of RTFKT, the digital fashion pioneer. It also launched “Nikeland” on Roblox, where users can explore the brand’s headquarters, immerse themselves into games and interact with a digital showroom.

But the biggest step for Nike’s metaverse journey was the launch of its Web3 Marketplace Platform. SWOOSH, an experimental digital space where consumers can purchase virtual products, collect in-game wearables, unlock exclusive access to physical products, wear the gear in videogames and real life and connect with others through events and challenges.

Digital Fashion Brands

The Fabricant

The Fabricant is a Dutch digital fashion house that’s on a mission to build a new fashion industry where everybody participates and profits. This brand aims to be at the forefront of the fashion industry’s digital revolution bringing a future of digital-only clothing, operating at the intersection of fashion, gaming and blockchain.

The Fabricant creates digital couture collections and collaborates with brands to introduce them to 3D fashion design. Its website includes marketplaces where users can purchase and trade wardrobe items. This digital fashion house sold the first piece of digital couture for $9,500 in 2019.

RTFKT

RTFKT, born in the metaverse, is a future-focused, creator-led digital organization that leverages game engines, NFTs, blockchain and AR to design and manufacture unique phygital (physical and digital) fashion, sneakers and experiences.

This entity is known for viral sneaker designs, collectible exclusives, 3D and AR wearables, unique avatars and original art.

Nike acquired RTFKT as a step in their process toward digital transformation to serve consumers and creators from the intersection of sport, gaming and culture.

Republiqe

Republique is a fully digital fashion house that creates unique designs while breaking norms and redefining the industry. It also helps artists and brands to design virtual clothing and experiences to engage with consumers in exciting digital ways.

Republique harnesses technology, creativity and sustainability to challenge the industry and enable new ways of self-expression through personalized digital clothing. This brand also creates the coding for their unconventional, digital fashion collections, which are auctioned off as NFTs.

Auroboros

Auroboros is a leading luxury fashion house working on the metaverse, fostering culture and enabling users to reflect their identities across physical and digital worlds. Merging science and technology with couture, this brand stands for innovation, sustainability and immersive design and has been featured on Vogue, BBC, Forbes and more.

For London Fashion Week 2024, Auroboros is debuting a ready-to-wear fashion digital collection.