For the platform’s fashion assortment, About You works with leading 3D-fashion and graphic designers as well as classic brands from fashion, sports, music, and gaming. The digital designs are launched weekly in limited drops of exclusive one-of-a-kind items on Hypewear. There are no physical limits to the collection pieces. To wear the digital fashion and bring it into real life, customers upload a photo on Hypewear and the pieces are tailored to the user’s body in a digital fitting. Afterward, the limited 3D pieces can be shared on social media channels, the company said in a media release.

Tarek Müller, co-founder and co-CEO of About You, said: “The metaverse opened up a new, exciting world for companies and fashion. At About You, we also aim to help shape it. With Hypewear, we are bringing our brand into the digital world and enabling everyone to be a part of it from now on. It is our vision that all physical fashion pieces can also be used as digital assets one day. We want to become the destination for digital fashion and the mainstream wardrobe of the metaverse.”

Chris Nickel, director content, said: “We chose Algorand as our blockchain partner because it is fast, scalable, secure, and even CO₂-negative. Algorand, unlike Ethereum for example, can process thousands of transactions per second with transaction costs in the micro-cent range. This allows us to offer the minting of NFTs to our customers for free – without any gas fees.”

Fibre2Fashion News Desk (KD)