A digital first approach provides an answer to the pressing problem of making consumption more sustainable.

Here are some ways in which we use digital methods to make fashion more sustainable:

1. We are able to sample things more efficiently and without the usual waste of fabrics and multiple shipments from studio to designer to factory.

2. We are able to test and create concepts in digital fashion formats and so avoid producing products that consumers do not want.

3. We are able to produce on demand for customers that have used technology to create what they want and try before they buy - whether that is using AI, augmented reality or virtual reality.  As such, we avoid overproduction and returns.

4. We are able to meet demand for certain types of fashion, and satisfy the need for experimentation and novelty, via digital wearables, without ever having to produce a physical item. In certain cases, we believe digital fashion is a complete answer to fashion consumption, particularly, wasteful 'fast' fashion.