Digital fashion house The Fabricant is launching a new project based on visual storytelling and Web3 experiences.
The idea for “Wholeland” was presented during a keynote by Kerry Murphy, the platform’s co-founder and CEO, at the global tech conference Web Summit. During his speech, Murphy said the concept revolves around telling different chapters of a digital story about fashion through NFT drops, online activations and collaborations with brands and digital artists.
The Amsterdam-based brand hopes the initiative will encourage people to express themselves through digital fashion, using a concept that blends fashion, mythology and the rave scene.
The project will kick off with a collection of wearable digital accessories, each appearing as NFTs, allowing participation in upcoming Wholeland chapters.
Digital craftsmanship and web3 punk aesthetic
“Wholeland puts digital craftsmanship at the forefront and fully expresses The Fabricants Web3 punk aesthetic and attitude,” Murphy said in a statement. “As a pioneering Web3 digital fashion house, we don’t feel the need to conform to the visual status quo or stay in a comfort zone with our storytelling. Digital fashion is a vibrant young branch that is redefining what fashion can be when it exists solely in virtual worlds. We should be provocative and push boundaries with each of our creations.”
The Fabricant is a digital fashion house founded in 2018 with the goal of building a decentralized fashion house that clothes the populace of the Metaverse. In this way, the company wants to create a more sustainable fashion industry with more creativity and equality. The company has already partnered with Under Armour, Off-White, Napapijri, Puma, Diesel, Peak Performance, Adidas and Tommy Hilfiger. The company caught the public eye in 2019 when a digital couture dress from the fashion house sold for $9,500.
This translated and edited post was previously published on FashionUnited.uk and was made with the help of Caitlyn Terra.