Are you familiar with 9DCC ?
9dcc is a phygital clothing brand aimed at luxury and at the same time reinventing it with its designs and sophistication. With a web3 spirit at the heart of the brand, letters and cryptocurrency represent the last four digits of the brand’s Ethereum wallet, from which all products are born.
Well, they have been winners of the Phygital brand of the year at Davos. And it doesn’t end there. It must be said that more and more brands are incorporating blockchain and NFC technology to their garments.
And what’s all this about? Well, in this case to clothing companies, where Tommy Hilfiger is also investing a significant handful of bills in its brand.
Now, it has launched Fashionverse, a mobile video game developed in partnership with Brandible Games and Tilting Point, using avatars and photorealistic configurations made by I.A.
Inside are major challenges inspired by the campaigns and collection pieces, with special rewards for those who complete all the challenges and all this inside the big ticket truck called Hilfiger Ventures, managed by the brand and Joe Lamastra.
Brands keep coming in
And this is not the only case that continues to tap into the potential of the Metaverse. Others such as MCM WORLDWIDE have just made inroads with its German firm and its leather products, launching a platform in collaboration with Caliverse.
And let’s see, not for nothing, but the brand was teased with their digital store as they were using real-time rendering, AI technology and 3D synthesis.
And that’s not the end of it, as Lady Gaga, Mugler and others like Syky are also entering the Web3 ecosystem. Nicola Formichetti is also making a splash with high fashion.
And there is more, yes. Copenhagen Fashion Week has also worked with SPIN.FASHION, a lablaco company. to make phygital fashion more sustainable and responsible. Here it has been the turn of Victoria’s Secret & Co. who has implemented Google Cloud’s patented AI fashion to help shoppers, also wanting to do it internally to improve processes.
Here fashion has worked thanks to digital products, virtual and augmented reality as well as product traceability in blockchain.
Finally I will tell you about Altava, a technology startup backed by La Maison des Startups , which has launched a platform for creating AI-driven virtual items, specially designed to modernize today’s fashion. That’s what it’s all about, isn’t it ?
At the moment they work with tools like Designlab and MAKER.AI for aspiring creatives who want to launch 3D objects and IAG. In addition, the platform has promised to educate its designers on how to monetize their launched products and at the same time make the fashion industry evolve digitally in a big way.
