The metaverse is being used to promote the Rotate and Remain brands, which are spinoffs of the original Birger Christensen company that dates back to 150 years. They are being launched in collaboration with Ifland, South Korea’s largest mobile provider with 12.8 million users.
Twenty original dresses, tops and bottoms have been designed for the collaboration and they are all available for free in digital form on the platform. More designs will be added later in the year.
Denise Christensen, CEO of Birger Christensen Collective, the company that owns both Rotate and Remain, explained that the two companies decided to work together after being inspired by the Danish national Lifestyle & Design Cluster’s trip to Seoul in 2022. The goal was to “digitise and transform the Danish lifestyle industry toward a more circular economy.”
Despite the rise of digital fashion, Danish fashion houses have been slow to adapt. The sustainability goals of Danish brands are shared by many European digital fashion retailers, such as Dress X and The Dematerialised, which are global leaders in the industry. Dress X, the largest platform for augmented reality fashion from brands other than Snap, has debuted Dundas’s wares. Meanwhile, The Dematerialised has collaborated with Karl Lagerfeld and Rotate, two prestigious fashion houses, on new product launches.
A phygital NFT of Rotate’s Theresa dress with added flame animations debuted in November 2022 and within minutes of its release, the limited edition phygital NFT sold for € 800 (approximately US $ 866), proving that digital fashion can be a profitable business model—but not, as Denise stated, to the exclusion of physical garments.
In addition, Denise said, “The partnership with SK Telecom is a unique opportunity for Birger Christensen brands to be the first Danish fashion movers in the metaverse and strengthen our communication within the web3 sphere globally.”
