One of the world’s hottest fashion labels has never made a single physical product – and has no plans to.
Meet Republiqe, the world’s first fully digital, luxury fast-fashion brand, which sells fashion and accessories people can ‘wear’ and share on digital platforms … literally without putting them on.
Visitors to Republiqe’s website can choose garments from the label’s digital shelves, upload a photo of themselves and order wearable artwork. “Digital tailors” will virtually fit the garment to the photo and the shopper can share their new look on social media. A cocktail dress, for example, costs £10 – £15.
This month, Republiqe has released a 25-piece range in five looks inspired by the iconic British pop group the Spice Girls, the first of a series of “epoch-themed creations,” from the 90s revival through to Y2K, which is scheduled for launch in September.
Founder and creative director of Republiqe, James Gaubert, believes the label’s unique creations break the norm by interpreting and creating an extraordinary lifestyle, not only challenging but redefining an entire category.
“Republiqe is not for the quiet, conservative introvert. We are for the misfits, the ones who do not belong, the ones who want to stand up and stand out, make a difference, make a change, the rule-breakers, those with attitude and sass,” Gaubert’s company explains on its website.
“Republiqe collections are sexy, provocative, raw, edgy, and messy, yet always luxurious with an attention to detail and craftsmanship that is at the highest end of the industry, and the best thing about our garments – 100-per-cent digital, fully sustainable, ethically produced and as our garments are ‘one size fits all’ – no discrimination against body size or shape!”
And, of course, by not creating any physical products, the brand ensures it is sustainable at every stage of the supply chain – from no material wastage through to shipping and transportation.
