How virtual clothes could help solve fashion's waste problem

How virtual clothes could help solve fashion's waste problem

Invalid Date by CNN

Key Facts

  • Italian company Lablaco is working with fashion houses and brands to digitize their collections in the burgeoning “phygital” fashion market — when customers buy both a physical fashion item and its digital “twin,” designed to be collected or worn by avatars in virtual environments like the metaverse.
  • Both had backgrounds in luxury fashion, but were looking to improve the industry’s sustainability credentials and promote circular fashion — the practice of designing and producing clothes in a way that reduces waste.
  • For example, a designer could release an item of digital clothing in 10 colors in the metaverse, and use the sales data to inform which colors to use for the real-world version.
  • With the phygital model, the transparency of the blockchain could allow brands to receive royalties when an item is resold throughout its lifetime — a way to “produce less and actually earn more.”

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