An innovative fashion brand is selling what it calls ‘contactless fashion’ — that is, digital clothing that will be edited onto a photo of a customer.
Tribute Brand, a Croatian label founded by designers Filip Vajda and Gala Marija Vrbanic, advertises cyber outfits, which customers can buy for actual money but will never physically receive.
With prices ranging from $29 for most items to $699 for its exclusive ‘Zesy’ shirt the brand uses CGI 3D modeling, UX design, and coding to edit photos so customers look like they’re wearing the Tribute Brand clothes.
Clearly designed with the Instagram age in mind, Tribute Brand’s clothes are never actually manufactured, but only digitally rendered in images.
But though buyers will never receive the clothes they buy in the mail, and can never actually wear them in real life, they do cost actual cash.
Most items go for $29, including rose gold or blue Triba bell bottoms, pink Kata pants, and a silver or black Mica shirt with drawn-on abs.
For $39, customers can buy a metallic green Terasa shirt — or rather, they could, before it sold out — and $99 bought a bizarre gold or silver ribbon top called Hot Stuff before it, too, sold out.
But the most expensive item of all is the Zesy shirt, which for $699 comes in red or green and has short sleeves and a collar.
Like the other items available from the brand, the Zesy shirt has a limited issue — in this case, only three can be bought, presumably to make it more in-demand.
Most of the other items have a limited issue of 100 pieces.
On the brand’s website, the designers ay that they ‘strongly believe that digital clothing is the future we should embrace’.
‘With no need for physical deliveries and production, it is available without restrictions for any gender, sex or size,’ the site reads.
‘By influencing the users to transfer their identity to virtual area, this platform aims to change their behavior to act sustainably, leading to decrease of the demand, consequently production and usage of physical clothes.
‘We aim to improve the societal impact of the fashion market, making it more accessible and fairer, and aspire to change behaviors in an only fully sustainable way.’
The idea at least makes some sense for influencers who only get new clothes to wear for social media snaps — and it does seem that the brand has already found a few to model their wares.
Instagram photos show several influencers wearing items from the brand, as well as editors for Vanity Fair and Paper magazine. Paper magazine even included several pieces in an editorial earlier this summer.
Designer Nicola Formichetti, best known for his work with Lady Gaga, also ‘wore’ an outfit from the brand, and collaborated on designing his own items.
For regular shoppers, the brand also has a ‘fit guide’ online — but unlike other fashion brands, who use that to help customers see how garments will fit, the Tribute Brand fit guide gives instructions for how to best take pictures to be fitted with images of the clothes they buy.
One customer to shell out real money is Joe Garcia, a stylist from Pasadena, California, who bought a silver top and green pants for $29 each.
‘I get people asking me where I got those pants when they see my picture,’ the 38-year-old told Fox News. ‘They don’t even realize that they’re cyber.’
Garcia said that he send the company ‘a good selfie and another full-body one’ that he already had on his phone, and within five days, he had an edited photo back.