The Fabricant recently launched a film campaign that showcases an entire digital denim line too. The Scandinavian brand Carlings operates on the same concept, and its team of 3D designers have been crafting digital streetwear since 2018. Other virtual brands like this seem to be gaining traction. I immediately sent my new digital outfit to all of my unsuspecting friends, to get their first impressions without any context or clues given. It was me, but better and more alien-like. Suddenly, I was wearing a Matrix-style trench coat with silver and green pants that made me look like a superhero. I surrendered a photo of myself to Vrbanic and Vajda, and they quickly sent me back a new-and-improved version of myself wearing cyborg clothes. So naturally, I wanted to see if my friends would be able to tell if I was wearing digital clothes, without being primed for the possibility. The clothes aren’t necessarily supposed to look real, but they can certainly make you do a double-take and question it. But its gravity-defying aesthetic makes it easier to discern.

Tribute’s Instagram page sometimes makes it tricky to determine what is real and what is digital. One hundred people can buy a black, shiny coat with green trim for $29, while only three can purchase a top that resembles green lace and black latex for $699. On the website, it lists how many pieces the brand will create. Though it’s not real stock, Tribute only produces a certain amount of virtual styles, and once they’re gone, they’re gone. “We add new things that are impossible in the real world, like new materials-things that just couldn’t function in the real word due to the laws of physics,” says Vrbanic.Ĭurrently, the brand has a collection of 12 otherworldly garments available on its website, and they take custom orders. By creating clothes that are online-only, the duo see a creative opportunity to have people wear things that could never exist on planet earth. A shared love of sustainable design led them to take the concept to the extreme with Tribute, which claims to be zero-waste because the clothes are made from pixels rather than textiles. Prior to starting it, the duo worked on a traditional clothing brand, but always had their sights set on a digital brand. She launched Tribute with Filip Vajda, who is the head of digital fashion. That was always the most exciting part of the game for me,” says Gala Marija Vrbanic, the founder and creative director of Tribute. “You have these characters and clothing shops where you can dress them up.

The inspiration for the brand was the Sims, Grand Theft Auto, and other video games. Tribute makes digital clothing that it places on people who spend up to $699 on a top that only exists online. So it’s no surprise that some brands are continuing to blur the line between reality and fantasy, taking us into fashion’s uncanny valley.

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