GeN3 Launch Issue - Flipbook - Page 26
24 . PLACEBO
BENDING BOUNDARIES IN FASHION
WITH BLOCKCHAIN TECHNOLOGY
BY ZEHI . NEOTOKYO NEWS
Swedish high-end phygital fashion brand, Placebo, is making waves in the fashion industry with
its latest collection, “Babylon.” Combining cutting-edge technologies, sustainable practices,
and the power of blockchain, Placebo is revolutionizing fashion and blurring the lines between
physical and digital fashion. This approach caters
to tech enthusiasts, fashionistas, and even opens
doors to metaverse platforms and gaming. With
the innovative design methods and unique customer experience, Placebo is leading the charge
in merging fashion and technology.
Placebo’s Founder and Creative Director, Roei
Derhi, oozed with enthusiasm as he explained
to GeN3 how the brand is setting out to reinvent
sustainable fashion. The integration of 3D
technology into the design process allows his
team to skip the sampling stage and calculate
materials while designing prints directly on
fabrics. They also employ Kornit technology for
printing on various fabrics and use AI technology
as a creative tool for dialogue and inspiration
research. This integration enhances ef昀椀ciency,
reduces waste, and pushes the boundaries of
design possibilities.
Babylon is a hybrid collection that draws inspiration from the biblical Tower of Babel, using it as
a metaphor for the internet and how technology
enables collaboration. The collection showcases
a fusion of different fashion styles, including
street, tailoring, and evening glam, all wrapped
in details and silhouettes inspired by constructors’ and builders’ utility out昀椀ts. It is a testament
to Placebo’s mission to challenge traditional
fashion norms.
The team has taken a groundbreaking step by
incorporating pioneering NFC technology into
its physical garments. By scanning a tag using
their cellphones, customers can “Tap to Mint”
and unlock a wealth of information about the
garments, view their digital representation, and
even purchase the NFT version of the garment.
This application of blockchain technology not
only provides an engaging and educational experience for the consumer, but also establishes
ownership and authentication of both physical
and digital assets.