DRAUP is a platform expanding the creative and technological bounds of digital fashion. Each collection, under our in-house brand @pronounceddrop, is collaboratively created with a pioneering artist to redefine what fashion can be in its digital form. Today, we announce that our first collection, #00: SEEN ON SCREEN, has been designed in partnership with visual artist Nicolas Sassoon.ABOUT NICOLAS SASSOONA Franco-Canadian artist whose work explores the visual language of early computer graphi...

DRAUP is a platform expanding the creative and technological bounds of digital fashion. Each collection, under our in-house brand @pronounceddrop, is collaboratively created with a pioneering artist to redefine what fashion can be in its digital form. Today, we announce that our first collection, #00: SEEN ON SCREEN, has been designed in partnership with visual artist Nicolas Sassoon.ABOUT NICOLAS SASSOONA Franco-Canadian artist whose work explores the visual language of early computer graphi...

Strolling through the streets of Velhella, you might catch a glimpse of a shining structure amongst the sun-scorched saloons and chrome-cast condos. Renowned as the place where creators and collectors converge, this is no other than the DRAUP DISCORD a virtual yet visceral space, convening creatives.#STOREFRONTThe store was designed by one of the most infamous architects in Velhella. Known affectionately to her friends as Mid, she takes inspiration from the likes of Zaha Hadid and Antoni Gaud...

Strolling through the streets of Velhella, you might catch a glimpse of a shining structure amongst the sun-scorched saloons and chrome-cast condos. Renowned as the place where creators and collectors converge, this is no other than the DRAUP DISCORD a virtual yet visceral space, convening creatives.#STOREFRONTThe store was designed by one of the most infamous architects in Velhella. Known affectionately to her friends as Mid, she takes inspiration from the likes of Zaha Hadid and Antoni Gaud...

The couture is in the craft The craft is in the code The code is the couture - @pronounceddrop Digital Fashion — defined as ‘any worn garment manufactured in the digital realm’ — has reached adolescence. Just like any teenager, the past few years have been characterised by growing pains, mood swings and mild self delusions. Never mind the fact that a lot of what’s coming out of our industry doesn’t make sense: it’s ‘wearable’ but you can’t wear it, it’s ‘digitally native’ but it looks like a ...

The couture is in the craft The craft is in the code The code is the couture - @pronounceddrop Digital Fashion — defined as ‘any worn garment manufactured in the digital realm’ — has reached adolescence. Just like any teenager, the past few years have been characterised by growing pains, mood swings and mild self delusions. Never mind the fact that a lot of what’s coming out of our industry doesn’t make sense: it’s ‘wearable’ but you can’t wear it, it’s ‘digitally native’ but it looks like a ...

The Norse god Odin had a magical ring. Crowned Draupnir, it possessed powers of multiplication; bestowing the holder with endless wealth by dripping eight more rings every ninth night. The godfather of Japanese streetwear, Hiroshi Fujiwara, discovered his own route to endless wealth when he invented Drop culture. Last minute and limited edition, drops were product releases rendering items disproportionately valuable by playing on the dual dynamics of scarcity and surprise. Situated in a realm...

The Norse god Odin had a magical ring. Crowned Draupnir, it possessed powers of multiplication; bestowing the holder with endless wealth by dripping eight more rings every ninth night. The godfather of Japanese streetwear, Hiroshi Fujiwara, discovered his own route to endless wealth when he invented Drop culture. Last minute and limited edition, drops were product releases rendering items disproportionately valuable by playing on the dual dynamics of scarcity and surprise. Situated in a realm...

Fashion, one of the world’s most archaic industries, is ripe for a digital revolution. It isn’t a question of if this revolution will happen, it’s a question of how. It’s September 2020 and I’m home alone, surrounded by unworn clothes, my social life sustained by screens. Scrolling through Fast Company, an article catches my eye. It’s an interview with Gucci’s CMO Robert Triefus titled “Would you spend $10,000 on a virtual dress? Gucci is betting on it.” Intrigued, I read on, then begin a fra...

Fashion, one of the world’s most archaic industries, is ripe for a digital revolution. It isn’t a question of if this revolution will happen, it’s a question of how. It’s September 2020 and I’m home alone, surrounded by unworn clothes, my social life sustained by screens. Scrolling through Fast Company, an article catches my eye. It’s an interview with Gucci’s CMO Robert Triefus titled “Would you spend $10,000 on a virtual dress? Gucci is betting on it.” Intrigued, I read on, then begin a fra...