Why The Fabricant is dephysicalising fashion
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2021/09/Fabricant_01.jpg)
5
October, 2021
5th October 2021
The Fabricant belongs to a new cohort of digital fashion labels whose clothes only exist virtually.
![](https://theonecentre.com/wp-content/uploads/2021/09/Fabricant_02.jpg)
Many brands have been pioneering ethical, sustainable, durable fashion for years, but a new cohort of digital fashion labels is going one step further, designing clothes that only exist virtually.
Founded by Kerry Murphy, Amber Slooten and Adriana Hoppenbrouwer in 2018, The
Fabricant’s futuristic, other-worldly clothes are designed to be worn and traded in virtual realities. Made of code, not cloth, their creations “waste nothing but data and exploit nothing but our imagination”.
The fashion sector is one of many industries that’s coming to terms with the environmental costs of encouraging people to buy more, more, more. In the last 20 years, the volume of clothing production has doubled to 100 billion tons. The overproduction and overconsumption of fashion is one of the biggest contributors to pollution and waste.
Then along came a global pandemic and an inventory crisis. As mountains of clothes piled up in warehouses and shuttered shops, the fashion industry began to rethink long-established processes. In May 2020, Gucci announced it would take a “seasonless” approach to collections to decrease output and increase sustainability. Gucci creative director Alessandro Michele wrote in his lockdown diary: “Above all we understood we went way too far. Our reckless actions have burned the house we live in.”
![](https://theonecentre.com/wp-content/uploads/2021/10/fabricant-video-cover.jpg)
![](https://theonecentre.com/wp-content/themes/toc/images/video-play-white.png)
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“Endlessly expressing yourself, but without the negative impact on the planet”
The Fabricant burst onto the scene with the Iridescence Digi-Couture Dress, which sold for $9,500 in 2019. It was the first blockchain transaction of its kind. This year, non-fungible-tokens (NFTs) have enhanced the value of digital wares even more: an NFT-minted jpeg by digital artist Beeple sold for over $69 million in March. As The Fabricant’s Creative Director, Amber Jae Slooten, has said: “Clothing has two functions, protection and expression, but what if you take those two apart? I see a future where we will all wear our digital identity around us, where we will be able to curate that space. Endlessly expressing yourself, but without the negative impact on the planet.”
The Fabricant’s “always digital, never physical” fashion coincides with a second trend: the line between what’s ‘real’ or ‘virtual’ is becoming increasingly blurred. Many of us already spend hours immersed online every day. We dabble in bitcoin, design our own avatars, create polished social media profiles, or buy virtual goods with virtual currencies in games like Roblox. Buying clothes we’ll never physically wear is no longer inconceivable.
![](https://theonecentre.com/wp-content/uploads/2021/10/Fabricant_06.jpg)
The Fabricant sells garments on digital fashion sites like Dress-X, which ‘fit’ them to your photograph. You can post this image online to express your style without the environmental guilt of indulging in fast fashion.
According to Dress-X, digital garments emit 97% less carbon than physical garments, are 10 times less expensive and 100% less polluting, Of course, data servers have enormous carbon footprints, so digital fashion isn’t entirely waste-free. Still, if a single fashion label replaced a portion of physical garments with 3D samples in the development phase of fashion alone, it could reduce their carbon footprint by up to 30%.
Inclusivity is another big part of The Fabricant’s promise: it gives away free digital pattern files and hosts weekly co-creation sessions on Twitch, inviting people from all walks of life to partake in the exclusive world of couture.
Most of The Fabricant’s garments sell for far less than the cost of ‘real’ couture at around $200 per item. Considering the meticulous digital artistry of each piece, this isn’t enough to turn a profit.
For now, The Fabricant relies on brand partnerships to make money. It has partnered with Puma, Tommy Hilfiger, A Bathing Ape, Under Armour, Adidas, Afterpay and many more. Many of its collections – like RenaiXance, created with virtual sneaker label RTFKT – sell out in minutes.
In April 2021, The Fabricant raised capital from 4impact, Borski Fund and Slingshot. The following month it debuted The Animator Overcoat, co-created with Australian designer Toni Maticevski, at Afterpay Australian Fashion Week. Billed as “Australia’s first piece of unisex haute couture”, guests could be digitally dressed and photographed wearing the overcoat, and receive a sharable asset to show friends.
This brand partnership with Afterpay is a telling sign of where they – the world’s largest buy now, pay later company – believes future consumer revenues will come from.
![](https://theonecentre.com/wp-content/uploads/2021/10/Fabricant_05.jpg)
![](https://theonecentre.com/wp-content/uploads/2021/10/Fabricant_04.jpg)
![](https://theonecentre.com/wp-content/uploads/2021/10/Fabricant_03.jpg)
The fashion industry’s economic profit fell by around 93% in 2020 after rising 4% in 2019, according to McKinsey. However, pockets of exponential growth may catalyse the industry. The gaming industry made $175 billion in 2020, according to Wired, and derives 75% of its revenue from virtual items, so it’s no surprise the fashion world wants in. The global virtual goods market is already worth around $50 billion annually and could hit USD$189 billion as soon as 2025.
According to Dress-X, the total addressable market for digital clothing could be worth $10 billion by 2031, which equates to 1% of the fashion industry market. While this figure is relatively low, a displacement rate of just 1% could eliminate carbon emissions by 35 million tonnes (equivalent to Denmark’s total carbon emissions in 2017), according to the platform.
Fashion labels now see digital fashion as a potential growth engine – with the added potential of environmental benefits. When you think about how software profitability scales exponentially with popularity, digital fashion at scale could well save the fashion industry, and help save the planet.
![](https://theonecentre.com/wp-content/uploads/2021/10/Fabricant_07.jpg)
Why It Matters
- Is de-physicalised product development and innovation for our digital identities the next big consumer wave for fashion and lifestyle brands?
- As marketers, we still want to give people the thrill of buying something new. ‘Renewal’ is part of our human need, and our economic system. But is it possible to minimise our environmental footprint in the process?
New digital fashion houses like The Fabricant are giving people new ways to consume the things they love and new ways to express themselves without harming our planet. - Every brand has an opportunity to push for business models that are smarter, more resilient and less wasteful than before. This could mean reimagining physical products for a virtual world where people buy your brands – but never touch them.
Fusing fashion with gaming makes perfect sense given 63% of mobile gamers are women. - We will soon be able to express ourselves more freely than ever before – outside of social norms and gender/binary stereotypes – as our digital identities roam around the metaverse.
- Gucci, Burberry, Louis Vuitton, Valentino, Marc Jacobs, Moschino, UNIQLO and more have launched virtual creations. The world is in flux between digital and physical realities, triggering a wave of artistic innovation … where will it take your brand?
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Screens of the future
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Technology
10/07
Apple’s extravagant new campus brings brand values to life
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Products
27/06
Transformative Appetite
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![](https://theonecentre.com/wp-content/uploads/2017/07/Doveafeature432x362.jpg)
Products
21/06
Dove launches Real Beauty Productions to tell stories of real women
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Technology
9/05
Rapid Liquid Printing
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![](https://theonecentre.com/wp-content/uploads/2017/07/LGBTtumbnail432x362.jpg)
Lifestyle
7/05
The brands coming out to support the LGBT community
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![](https://theonecentre.com/wp-content/uploads/2017/07/Abstractthumbnail432x362.jpg)
Media & Entertainment
1/03
Abstract. The Art of Design
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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![](https://theonecentre.com/wp-content/uploads/2018/04/Nissan-List-Image.jpg)
Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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![](https://theonecentre.com/wp-content/uploads/2017/07/PantoneAppthumbnail.jpg)
Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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![](https://theonecentre.com/wp-content/uploads/2016/08/MoleskineCafe_Thumbnail2.jpg)
Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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![](https://theonecentre.com/wp-content/uploads/2017/08/TigerBeerthumbnail.jpg)
Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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![](https://theonecentre.com/wp-content/uploads/2017/08/AdidasSustainable_Thumbnail.jpg)
Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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![](https://theonecentre.com/wp-content/uploads/2017/08/Google360_Thumbnail.jpg)
Lifestyle
1/06
Google launches 360-degree interactive animated short film
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![](https://theonecentre.com/wp-content/uploads/2016/05/CocaColaWhotel_Thumbnail.jpg)
Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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![](https://theonecentre.com/wp-content/uploads/2017/07/Savethechildrenthumbnail.jpg)
Finance
12/05
Save The Children returns with harrowing refugee film
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![](https://theonecentre.com/wp-content/uploads/2018/04/COS-List-Image.jpg)
Fashion
19/04
COS creates "show-stopping" installation
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![](https://theonecentre.com/wp-content/uploads/2016/03/List-Image.jpg)
Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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![](https://theonecentre.com/wp-content/uploads/2017/08/McdonaldsVR_Thumbnail.jpg)
Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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![](https://theonecentre.com/wp-content/uploads/2017/08/SamsungStore_Thumbnail.jpg)
Technology
23/02
Samsung launches immersive brand experience store
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![](https://theonecentre.com/wp-content/uploads/2017/07/Lobeholdthumbnail.jpg)
Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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![](https://theonecentre.com/wp-content/uploads/2018/04/Burberry-List-Image.jpg)
Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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![](https://theonecentre.com/wp-content/uploads/2017/08/AppleWatch_ListImage.jpg)
Technology
24/08
Apple Watch creates blooming installation at Selfridges
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![](https://theonecentre.com/wp-content/uploads/2017/08/NikeWomensGym_Thumbnail.jpg)
Fashion
17/06
Nike targets women with luxury workout experience
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![](https://theonecentre.com/wp-content/uploads/2018/04/HSBC-Lift-14-List-Image.jpg)
Art & Design
11/06
HSBC soars in stunning elevator film
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![](https://theonecentre.com/wp-content/uploads/2017/08/FourSeasonsThumbnail.jpg)
Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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![](https://theonecentre.com/wp-content/uploads/2017/07/Alexandermcqueenthumbnail.jpg)
Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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![](https://theonecentre.com/wp-content/uploads/2017/08/SamsungVR_Thumbnail3.jpg)
Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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![](https://theonecentre.com/wp-content/uploads/2017/07/conversethumbnail.jpg)
Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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![](https://theonecentre.com/wp-content/uploads/2017/08/Leicathumbnail.jpg)
Fashion
31/10
Leica and Moncler create Monumental exhibition
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![](https://theonecentre.com/wp-content/uploads/2017/07/windmobilethumbnail1.jpg)
Technology
8/09
Wind Mobile celebrates human connections
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![](https://theonecentre.com/wp-content/uploads/2017/08/LegoArchitecture_Thumbnail.jpg)
Products
18/08
Lego targets architects with new product range
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![](https://theonecentre.com/wp-content/uploads/2017/08/GEMoonboot_Thumbnail.jpg)
Products
23/07
GE revives iconic Moon Boot to celebrate role
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![](https://theonecentre.com/wp-content/uploads/2017/08/Nike_Worldcup_ListImage.jpg)
Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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![](https://theonecentre.com/wp-content/uploads/2014/06/LVmuseum_thumbnail2.jpg)
Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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![](https://theonecentre.com/wp-content/uploads/2014/06/gq-barbershop-opens-nyc-2.jpg)
Media & Entertainment
8/06
GQ to groom men with branded barbershop
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![](https://theonecentre.com/wp-content/uploads/2017/07/BMWthumbnail-1.jpg)
Transport
4/06
BMW's iconic Art Cars Project launches global tour
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![](https://theonecentre.com/wp-content/uploads/2017/08/ChipotlePackaging_thumbnail.jpg)
Food & Beverage
27/05
Chipotle turns to literature in new project
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![](https://theonecentre.com/wp-content/uploads/2017/08/Cornetto_Films_Thumbnail.jpg)
Food & Beverage
20/05
Cornetto spreads the love with film series
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![](https://theonecentre.com/wp-content/uploads/2017/08/StellaArtoisChallice_Thumbnail.jpg)
Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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![](https://theonecentre.com/wp-content/uploads/2017/08/NRMA_ListImage.jpg)
Finance
25/03
NRMA opens Crashed Car Showroom
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![](https://theonecentre.com/wp-content/uploads/2017/07/DanielIntelthumbnail432x362.jpg)
Technology
24/03
Intel urges audiences to 'look inside' in film series
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![](https://theonecentre.com/wp-content/uploads/2017/07/netaporterthumbnail432x362.jpg)
Fashion
12/03
Net-A-Porter launches glossy print magazine
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![](https://theonecentre.com/wp-content/uploads/2017/07/LegoMoviethumbnail.jpg)
Products
17/02
The Lego Movie hits cinemas worldwide
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![](https://theonecentre.com/wp-content/uploads/2014/01/sapeursfallback.jpg)
Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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![](https://theonecentre.com/wp-content/uploads/2017/08/DomPerignon_Thumbnail.jpg)
Products
20/12
Dom Perignon and Jeff Koons create art
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![](https://theonecentre.com/wp-content/uploads/2017/07/patagoniathumbnail.jpg)
Fashion
5/12
Patagonia film celebrates the stories we wear
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![](https://theonecentre.com/wp-content/uploads/2017/07/chipotlelistimage.jpg)
Food & Beverage
18/09
Chipotle wages war on Big Food
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnail.jpg)
Technology
21/08
AT&T's brutal new film to stop texting and driving
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![](https://theonecentre.com/wp-content/uploads/2013/08/BA_VisitMum_Thumbnail.jpg)
Transport
14/08
BA tugs the heartstrings with Visit Mum film
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![](https://theonecentre.com/wp-content/uploads/2017/07/volvoworldbehindthumbnail432x362.jpg)
Transport
4/06
Leave the world behind with Volvo
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![](https://theonecentre.com/wp-content/uploads/2017/08/IBMfilm_thumbnail.jpg)
Technology
9/05
IBM & The World's Smallest Film
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![](https://theonecentre.com/wp-content/uploads/2017/07/Burberrythumbnail432x362.jpg)
Fashion
11/04
Burberry merges digital and physical worlds
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![](https://theonecentre.com/wp-content/uploads/2017/07/shipsongthumbnail.jpg)
Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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![](https://theonecentre.com/wp-content/uploads/2017/07/jamesbond1listImage.jpg)
Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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![](https://theonecentre.com/wp-content/uploads/2017/07/Redbullthumbnail.jpg)
Lifestyle
25/10
Red Bull goes Stratospheric
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![](https://theonecentre.com/wp-content/uploads/2017/08/AudiSpheres_Thumbnail.jpg)
Transport
7/09
Audi showcases the future in Spheres
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnails432x362.jpg)
Technology
10/07
AT&T unveils transmedia experience Daybreak
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![](https://theonecentre.com/wp-content/uploads/2017/08/GoogleLabs_Thumbnail.jpg)
Products
30/06
Google experiments with art and science
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![](https://theonecentre.com/wp-content/uploads/2017/08/GEtwowords_Thumbnail.jpg)
Technology
28/06
GE asks Australians for Two Words
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![](https://theonecentre.com/wp-content/uploads/2012/06/CocaColaBeats_Thumbnail.jpg)
Food & Beverage
14/06
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