Virtual clothing—clothing made of pixels rather than fabric—may sound like an art project at first. But in fact, so-called "digital fashion" has long been more than a niche trend. It's a growing market. And for many, a step toward sustainability. But is that really the case?
Clothes you can't wear
Digital clothing no longer fulfills the original purpose of textiles: It neither protects against the cold nor from prying eyes – but it works perfectly on Instagram. Especially in the age of self-promotion, it has found a new role: fashion for the digital space. It's bought not to be worn, but to be posted.
In fact, some brands have already achieved commercial success with this approach—virtual collections that are never actually produced. But how exactly does it work?
How digital fashion works
Designers develop garments using 3D software that simulates texture, fit, and even drape. These designs can be purchased online and then digitally superimposed onto a buyer's photo—a kind of Photoshopped fashion for social media.
Digital fashion is also used in virtual shows, gaming worlds, and advertising campaigns. The concept received particular attention with the emergence of the "metaverse," although the hype is now fading.
Sustainability – but with limitations
Digital clothing doesn't require any raw materials. No cotton farming, no toxic dyes, no global supply chains. Sounds good at first – and to some extent, it is. But it's not a solution to the real problem.
Because people still need clothes they can actually wear. Clothes that fit, protect, and last. Anyone who thinks digital fashion can replace the physical product is oversimplifying things. The "digital dress" doesn't solve resource problems—it merely postpones them.
What really matters
The real lever lies in the actual fashion industry. Where clothing is produced, sold, and worn. Where resources are consumed and working conditions are created. That's where something needs to change.
Clothing must be durable, transparently produced and circular – not just look beautiful digitally.
That's exactly what BREDDY'S stands for: We develop real clothes for real everyday life – and for a real future.
