Luxury and mainstream fashion brands have adopted digital fashion in diverse ways—some 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!
What Are the Fashion NFTs? 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 in 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 in 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 video games and real life, and connect with others through events and challenges.
Digital Fashion Brands and Their NFT Innovations
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 while 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 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 digital fashion collection.
FAQs: What Are the Fashion NFTs?
- How are mainstream fashion brands embracing digital fashion?
Mainstream fashion brands like Adidas, Puma, and Nike have ventured into the metaverse by launching digital products, NFTs, and virtual experiences. For instance, Adidas launched the “Into the Metaverse” NFT collection, while Nike created a Web3 marketplace called SWOOSH for digital wearables. - What are NFTs in digital fashion?
NFTs (Non-Fungible Tokens) are unique digital assets that represent ownership of a specific item or experience, such as virtual clothing or accessories. Brands like Adidas and Nike use NFTs to offer exclusive access to digital goods and experiences. - How are digital fashion brands different from traditional fashion brands?
Digital fashion brands like The Fabricant, RTFKT, and Republiqe focus solely on virtual clothing and experiences. They create couture collections and wearable items for digital environments, using advanced technologies such as blockchain, gaming engines, and AR, without producing physical garments. - What is the metaverse and how does it relate to digital fashion?
The metaverse is a virtual, immersive world where users can interact with each other and digital objects. Fashion brands are creating digital fashion collections for users to wear in this space, creating new forms of self-expression and engagement.
