Danish brand Soulland announced that a digital piece of clothing has been released. It is available for purchase immediately after the Copenhagen Fashion Week show.

The Penelope suit is part of its SS22 collection and is available to the public as an NFT (non-fungible token) in collaboration with Web3 marketplace The Dematerialised. This digital drop is expected to encourage creativity. Buyers will be able to personalise the look with digital pattern files included in the package. NFT will utilize blockchain technology to create the suit that mirrors the fabrics and prints from the collection in a completely digital world.

Three NFT packages are available for purchase, with each one offering a different level of augmented reality. The collectable version lets users use Snapchat’s digital try on feature. While the digital option includes digital pattern files, the digital version also allows them to use Snapchat’s digital try-on feature. Only one buyer can purchase the most expensive and highest package. This package includes not only the digital try on and digital pattern files but also the physical pattern files and a custom-made version of the suit.

black smartphone on white table

“I think that it’s interesting to see how we can merge the digital world with the physical,” said Silas Oda Adler, creative director and co-founder of Soulland, in a statement. “The design process with the digital look is the same as for the rest of the collection. You will find the same inspiration, fabrics and prints. It doesn’t exist in real life. It is more relevant for me because we connect it with a physical show. This allows us to have a discussion about the differences between cyber and real life.”

person using black smartphone with gray and pink case

The digital garment drop accompanies the brand’s in-person SS22 show at Copenhagen Fashion Week, which centred around fairytales and storytelling. The pieces were inspired by whimsical characters and familiar fables from childhood memories.

Bold motifs and oversized silhouettes contrasted darker moodier items with fitted appearances. The brand uses deadstock fabrics and organic techniques to create its fantasy-inspired collection. This choice is in line with Soulland 2020’s responsibility report, which outlines the brand’s goal to be transparent and socially responsible.