Born physically in a virtual sphere.
We are humans.
Online, it often does not seem like it.

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We love to play in digital worlds and virtual environments.
To de-materialise, and re-materialise back into tangible experiences.

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Cutting-edge digital applications. Hyper-visualised aesthetics.
Virtual textiles, garments, and materials,
an ingenious meeting point of fashion, nature, and technology.
Digital culture manifested through 3D fashion design.
Digital wearables in gaming, collaboration, and human interaction.

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We enjoy watching the world go by.
Trends and ideas explode and dissolve. Culture is timeless.
It has become such a fast world to imagine the new.
We must think, to illustrate possible futures for fashion across digital and physical environments.

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In 2021, about to happen, a virtual fashion collective, was founded in Amsterdam by fashion design students who studied together.

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The brand was developed around virtual fashion aesthetics and statement products, while working with 3D fashion design software such as CLO3D in its early days of development, before the designers transitioned from the sewing machine to digital design tools and hyper-visualisation.

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Just before the global shift toward increasingly digital environments, and with years of academic research into virtual fashion and digital wearables, the brand evolved into a collective led by a small international team of fashion and technology visionaries. The collective power of knowledge, design skills, and capturing the zeitgeist was challenged by the element of time, as the brand experimented within a rapidly evolving digital culture.

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While maintaining natural and healthy brand growth, the collective focused on functional wearable design and digital material development, while avoiding non-functional, temporary trends and marketing stunts that surrounded this technology-driven boom.

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about to happen is known for its unique creativity and innovative approach to digital fashion, guided by a calm and research-driven mindset.
The collective is based online, while exploring how digitally created fashion can move into physical environments, experiences, and future forms of presentation.

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Within this exploration of trial and error, the collective is driven by imagination and data, and led by the goal of discovering meaningful functions for fashion across digital and physical environments.