(ETX Daily Up) – In the (very) near future fashion will have to deal with the Metaverse or Web 3.0 so that as many people as possible can dress like their avatar or virtual twin. German shopping destination About You is (already) moving up a gear with the launch of a platform dedicated exclusively to digital fashion and NFTs, making it accessible to beginners and younger generations. The revolution is underway.
As a pioneer in the field of NFT, the art scene is no longer alone in exploiting the potential of non-fungible tokens that enable the acquisition of digital, rare or exclusive works. Fashion brands have also jumped into the breach, offering NFTs that, despite their outrageous prices, are snapping up like hotcakes, as well as digital fashion destined to shine in the new virtual worlds. But now retailer About You is going even further, launching a platform entirely dedicated to this new playground.
“No more physical limits for self-expression”. This has partly pushed the Hamburg shopping destination to launch Hypewear, a digital fashion and NFT platform that does not target a niche but rather the general public. In other words, the creations offered there will be affordable – the target group is Generations Z and Y – and the platform does not require any special knowledge about cryptocurrencies, since payment can be made in euros or dollars after all.
“The Metaverse has opened up a new and exciting world for business and fashion. We at About You also want to help shape it. With Hypewear we bring our brand into the digital world and enable everyone to participate. We want all physical fashion items to one day be used as digital assets and we want to become the mainstream digital fashion destination of the metaverse,” said Tarek Mueller, co-founder of the About You platform.
The digital creations are designed in collaboration with 3D fashion designers, graphic designers and more traditional fashion and sports brands, among others. They are launched every week in limited series with unique and exclusive pieces. For customers it is enough to upload a photo on Hypewear, then the clothing is adapted to their morphology via a digital fitting. It remains only to share the result on special platforms or on social networks.
Hypewear is currently in the launch phase; ie it is only possible online by e-mail in order to receive a voucher for a free NFT Fashion Coin in return. This can be used over the next two months to launch the alpha version of the platform. For more information: www.hypewear.io.
Christelle Pelliser