Ukrainian women created a startup selling digital clothing

Innovative fashion startup Dress X is an online boutique that sells clothing that only exists electronically. The startup’s product is dresses that cannot be touched, but which can be worn to go online, according to Voice of America-Ukraine.

“We realized that content is very important to people and they are willing to pay for it. And when there was a coronavirus, lockdowns started, I realized that there was no point in working in traditional retail: the time has come to launch the world’s first digital clothing store”, – said Darina Shapovalova, co-founder of the Dress X startup.

“To put on a digital dress, you have to go to the site, choose a style and pay. You also need to upload your photo. It is important that the photo has good lighting and that the client likes it”, – said Natalya Modenova, co-founder of the Dress startup X.

After uploading the photo, the client waits a day or three while a new dress is being prepared, that is, for her photo. The developers guarantee that the clothes will fit perfectly on any figure.

Among the clothes in the Dress X boutique there are many dresses from Ukrainian designers. Some of them exist only in the digital version, and some in reality, however, they cost several times more expensive than the digital versions.

Digital clothing is a completely new philosophy of fashion. It is professed by bloggers who need to be liked by readers on social media pages. And a new startup does not require renting premises, purchasing clothes, or any resources for production.

“The fashion industry pollutes the environment with waste. We see that the world is undergoing a crisis of a large scale. Therefore, it is necessary to change such a phenomenon as fast fashion, when they buy clothes, take a photo and immediately throw the outfit into the trash – a person no longer needs it. This habit must be changed”, – said Darina Shapovalova.