Digital & Sustainability
A digital first approach provides an answer to the pressing problem of making consumption more sustainable.
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Here are some ways in which we use digital methods to make fashion more sustainable:
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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.
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2. We are able to test and create concepts in digital fashion formats and so avoid producing products that consumers do not want.
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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.
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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.
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