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It works like this: you search for what you want, click to buy, then attach a photo to have the piece tailored to. It takes a few days for the images to come back, which throws in a jarring, past-future excitement, similar to getting a roll of film developed.

DressX is reinventing multi-brand fashion consumption for an audience looking to fulfill a different type of need—constant fashion newness for their online persona, divorced from physical clothing. They offer an alternative to the online purchasing behavior that is seeing mass returns and crippling of fashion brands who struggle to control their inventories as a result.

A quick sweep of DressX’s retail website shows pieces that are utterly desirable, although they exist outside the confines of reality. Think mind-bending whirls of colour that no machine can reproduce, clever cuts of clothes that seem to defy the constraints of human craftsmanship (and gravity), and tantalising textures that almost make you forget that you can’t feel them in real life. It is fashion innovation at its best.

It might sound like the premise of a Black Mirror episode but it is very much a reality. ‘Our online profiles are quickly becoming part of who we are and how we project ourselves to the world. A virtual dress or pair of sneakers is just the next step along this route so it is really not as far-fetched as it may first appear,’ comments Francesca Muston, vice president of fashion at WGSN.

Digital-only fashion is a burgeoning category for online marketplaces, bolstered by the pandemic, which has shifted interactions to screens and limited travel. The concept is still new to many customers, but all [digital fashion companies] see an opportunity to be the Farfetch or Net-a-Porter of digital fashion. DressX shouldn’t be perceived as a fashion website, think DressX co-founders. Instead, DressX is better classified as “a tech company”. This might bode well: Farfetch has said the same thing.

Spending on e-clothing to put on only on a screen? What sounds like a science fiction aberration is a booming phenomenon, linked to containment and awareness of overconsumption.

DressX Sustainability Report

Committed to making a positive change, we conducted a study to compare the environmental impact of digital and traditional fashion. We analyzed all stages of a garment's lifecycle to understand if digital fashion could really become a sustainable alternative to fast fashion as we know it today. Check the results in the industry's first digital VS traditional fashion sustainability report now available at DressX.

See DressX Sustainability Report