Three hoodies with both digital and physical components are among the phygital fashion pieces that the tech company Beyond, which specializes in virtual fashion [experiences], has introduced.
David Robustelli, the creative director, and creator of Beyond.Studio, stated on Linkedin that the company’s inaugural capsule collection was influenced by his experience working with luxury and fashion brands.
The capsule collection includes three hoodies. The company built and modified the outfit totally digitally. The company has used immersive technology, unique 3D avatars, and fashion design tools to fully optimise designs without wasting time.
Fashion brands usually use sampling, or real production, of developed clothing so they may inspect, improve, and modify the designs as needed. The sample clothes are literally put on to examine how they fit, sit, and fall.
“We could look at and improve the fit and fabric without the need for a physical garment,” Beyond.Studio said in a press release.
To give a virtual experience, the actual sweatshirts will feature an NFC [Near Field Communication] chip and QR code. Upon activation, the chip will establish a connection with Snapchat Lens and include augmented reality (AR) elements into the actual sweatshirt. The first tangible version of the Tech Hoodie is already available in limited supply.
“One hundred jumpers for press, influencers, and fashion tech enthusiasts,” Robustelli declared. The founder states that the next two jumpers will go on sale in the second quarter of 2024. The price is yet unknown.
Snapchat customized the hoodie’s virtual form so that it could be used as digital marketing collateral and as a real-time virtual try-on (VTO). Campaign images featuring the virtual hooded jerseys in various global locations, such as Amsterdam’s Rijksmuseum and London’s Tower Bridge, have been circulating.
