Tribute Brand
| Industry | Fashion |
|---|---|
| Founded | April 17, 2020 in Zagreb, Croatia |
| Founder | Gala Marija Vrbanić |
| Website | tribute-brand |
Tribute Brand is a fashion company founded in April 2020 and considered the world’s first direct-to-consumer digital fashion brand.[1] Their digital clothing can be virtually fitted onto consumers in photos, and worn in augmented reality and virtual spaces.[2][3]
History
Tribute Brand was co-founded by Gala Marija Vrbanić, Filip Vajda, Marina Jukić, and Igor Lipovac in April 2020 in Zagreb, Croatia.[4][2]
The brand’s approach is attributed to the need for more inclusivity in the fashion industry as well as the necessity to reduce fashion’s waste problem.[4] Digital fashion produces no material waste and fits any gender, sex and size.[5][6][7]
The inspiration for the brand comes from The Sims, Grand Theft Auto, and other video games where you can dress up video game characters.[8]
Tribute Brand participated in Decentraland’s Metaverse Fashion Week in 2022.[9]
In 2022 Tribute Brand raised a $4.5 million seed round led by Collab+Currency, with Alice Lloyd George, Lattice Capital, RED DAO, and Flamingo DAO.[2]
The same year the brand launched their first physical products.[2] Their garments feature NFC tags connected to digital items that can be used in virtual spaces and augmented reality via their mobile app.[10]
In 2022, Tribute Brand was included in the Dazed 100 list.[11]
In 2023, Tribute Brand’s CEO Gala Marija Vrbanić was included in the Web3 category of the Top 100 Innovators list by Vogue Business, who state that Tribute Brand’s aesthetic and processes have influenced others in the Web3 space.[12]
Tribute Brand’s designs were worn by artists such as Charli XCX,[3] Kim Petras,[3] Symone,[13] and fashion editor Nicola Formichetti.[6]
Services
Tribute Brand creates both physical and virtual products. Examples include digital garments that can be fitted on a photograph, or worn in augmented reality by using Tribute Brand mobile app; digital avatars that can be used in immersive virtual spaces; physical products equipped with NFC tags connected to digital items and virtual experiences; and downloadable 3D models that can be used by creators.[14][15][2]
Brand collaborations
Tribute Brand has created digital fashion designs in collaboration with luxury fashion houses, including Jean Paul Gaultier and Carolina Herrera.[13][3][2]
In collaboration with the digital fashion platform THE DEMATERIALISED Tribute Brand released their digital fashion garments as NFTs in 2021.[16]
In 2023 Tribute Brand collaborated with generative artist Erick Calderon, the founder of digital art platform Art Blocks, and knitwear brand Waste Yarn Project on their ODDS project. The algorithm of Calderon’s generative art project Chromie Squiggle was used as the source code for an online generator that creates one-of-a-kind and zero-waste sweaters, produced from surplus yarns.[17][18][19]
References
- ^ Zomorodi, Manoush; Geiran, Fiona; Simon, Katie (2022-08-26). "Gala Marija Vrbanic: How a fashion designer creates clothes for our digital selves". NPR.org. Retrieved 2024-03-22.
- ^ a b c d e f Schulz, Madeleine (2022-12-14). "Tribute Brand wants to be digital fashion's go-to platform". Vogue Business. Retrieved 2024-03-18.
- ^ a b c d Allaire, Christian (2021-09-10). "Charli XCX and Kim Petras Debut Carolina Herrera's New Virtual Gowns". Vogue US. Retrieved 2024-03-18.
- ^ a b Neill, Polly. "Tribute Brand | Metal Magazine". Metal Magazine. Retrieved 2024-03-18.
- ^ "Tribute Brand". Coeval Magazine. Retrieved 2024-03-22.
- ^ a b Abad, Mario (2020-06-18). "Tribute Brand Is Making 'Contactless' Clothes for the Cyber Age". Paper Magazine. Retrieved 2024-03-22.
- ^ Guo, Xinyi & Hou, Linglin. (2022). Key Technology Research of Digital Fashion Based on Virtual Technology. 10.3233/ATDE220093.
- ^ Allaire, Christian (2020-08-03). "Would You Spend Real Money on Virtual Clothes?". Vogue US. Retrieved 2024-03-18.
- ^ "Scenes from Decentraland's Metaverse Fashion Week". WWD. Retrieved 2024-03-22.
- ^ "What is the future of digital fashion in Web3?". Right Click Save. 2023-04-14. Retrieved 2024-03-18.
- ^ Benson, Sophie. "Dazed 100, Generation 3.0: Tribute Brand". Dazed. Retrieved 2024-03-22.
- ^ "The Vogue Business 100 Innovators: Tech and Web3 innovators". Vogue Business. 2023-09-11. Retrieved 2024-03-22.
- ^ a b Thakkar, Avani (2021-08-02). "Meet the next gen of cyber designers beaming fashion into the metaverse". Dazed. Retrieved 2024-03-22.
- ^ "Digital Design House Tribute Brand Looks To Victoria's Secret PINK to Inspire 'PUNK' | SHOWstudio". SHOW Studio. 2022-12-16. Retrieved 2024-03-18.
- ^ "Tribute Brand Starts a New Chapter in Fashion With PUNK". Hypebae. 2022-12-14. Retrieved 2024-03-18.
- ^ Hackl, Cathy (2021-06-12). "Metaverse Weekly: News About Holograms, NFTs, Awards, Partnerships And Launches From All Corners Of The Metaverse". Forbes. Retrieved 2024-03-18.
- ^ Zuri, Afrodet (2023-06-02). "Now Runway: Wear Your Chromie Squiggles on Your Sleeve". NFT now. Retrieved 2024-03-18.
- ^ "TRIBUTE BRAND X CHROMIE SQUIGGLE X WYP". Waste Yarn Project. Retrieved 2024-03-18.
- ^ "The Cutting Edge of Digital Fashion: The Innovative Case of 'Tribute Brand' and the Future as Seen by its Founder". Fashion Tech News. 2023-12-19. Retrieved 2024-03-22.