apore-based digital-only luxury fashion brand, offers customers the chance to be seen in haute couture outfits virtually but at fast fashion prices. The luxury label, which was officially launched at the beginning of August this year, is built around three pillars: technology, creativity and sustainability. “As a business, our focus is on challenging and disrupting the norm within the fashion industry through the creation and sales of fully sustainable, ethically produced, digital clothing,” James Gaubert, founder of Republiqe, told Inside Retail. With 22 years working in fashion under his belt, Gaubert has seen firsthand the damage that is being caused by the industry and the changing requirements of today’s consumer. James Gaubert, founder of Republiqe “Through digital-only clothing, we are looking to empower Gen Z consumers and help provide them with content to enhance and build their digital personas on social media,” he says. “[We are] taking fast fashion to the next level with the intersection of technology, sustainability and creativity.” “We are expanding our range on a regular basis and looking at how technology can be used to help grow our business, whether that be through digital models and avatars, gamification and/or the creation of things such as digital wardrobes.” To purchase the virtual clothes, customers simply search the brand’s digital collection, upload their picture and place the order, then digital tailors virtually fit the garment to the photo, finalise the details and send the image back to the customer. According to Gaubert, the global health crisis has helped the business maintain its trajectory. “We find ourselves in very challenging times, everyone’s way of working has completely turned upside down, our ability to remain agile and flexible during these times has certainly helped us to maintain course,” he says. Gaubert said with digital clothing still in its infancy, educating the market is at the top of his to-do list. The business relies on digital channels such as social media to spread the word and tell consumers about their products. With only over a month into the business, Gaubert says sales are already looking promising. “This is our only real sales channel so as the market education increases, our brand builds and media channels develop we expect this to only increase,” he says. Gaubert said sustainability and reducing carbon footprint are of utmost importance to them and selling virtual clothing that physically don’t exist, because they are made of pixels rather than textiles, eliminates wastage at every aspect of the supply chain.  “The fashion industry is causing irreversible damage to our planet due to the strain on resources, wastage, pollution, you name it,” he says. “As a fashion brand, we are turning all of this on its head to ensure that the only carbon footprint we are leaving is through the power used to drive our computers. We want to change consumer behaviour. We want to change industry behaviour. This is not going to happen overnight but through education and awareness we will challenge and disrupt the norm.” How to purchase: Search the brand’s digital collection, upload an image of the buyer, place the order, and the digital tailors will virtually fit the garment to the photo uploaded, finalise details and when it’s done, send the digital image to the buyer. Hannon Comazzetto, AirRobe founder AirRobe Name: AirRobe Founder: Hannon Comazzetto  Location: Australia Launch date: November 2019 Category: Secondhand luxury fashion marketplace Here’s what you need to know: “We’re on a mission to create an easier way to shop and sell pre-loved fashion online,” explains AirRobe founder Hannon Comazzetto. The online marketplace offers a curated range of pre-loved luxury clothing and accessories on a peer-to-peer system, where customers can rent or purchase directly from other users. It was developed in response to the urgent calls for the clothing industry to tackle the global garment waste problem. “We’re living through a moment when consumers are increasingly aware of how their buying behaviour affects the environment,” Comazzetto explains. “Research shows that the average person today buys 60 per cent more items of clothing than they did 15 years ago, but we are only keeping that clothing for half as long as we used to.” “If we extend the lifespan of a garment by just six months, it reduces its carbon impact by 20 per cent.” Before its launch late last year, the retailer conducted a survey of more than 250 people, and found that 50 per cent of respondents are aware that fashion is the second-most polluting industry on earth, which impacts their shopping behaviour. “I wanted to help curb our use-and-discard attitude towards fashion by offering a really well-curated mix of garments,” Comazzetto explains. “To maintain a high calibre of inventory, we set conditions around the quality and provenance of the products that are listed, generally looking to support the brands that operate on a season-by-season basis. This is to ensure our customers can always find something beautiful and well-made through AirRobe. And whether these pieces are rented or resold, we are redirecting them back into the system – it’s an important step in closing the loop.” Earlier last year, AirRobe received $75,000 investment from Startmate and Blackbird which Comazzetto will put towards the relaunch of the site, hiring new talent and potentially moving into the US market. She also plans to raise more investment in the future for the business. Bibi Haneeza Said Akbar, Haneeza founder Haneeza Name: Haneeza Founder: Bibi Haneeza Said Akbar Location: Singapore Launch date: 2016 Category: Modest swimwear and activewear brand Here’s what you need to know: Haneeza was preparing to launch a sustainable fashion range when Covid-19 happened. To stay relevant at a time when almost all businesses have gone digital, Haneeza founder Bibi Haneeza Said Akbar says she has learned to adapt. “We had intended 2020 to grow the business but could not have chosen a more challenging period,” Akbar says. “Our focus now is to rebrand and at the same time, improve our marketing strategies on social media.” Haneeza, a modest swimwear and activewear brand for women that lead active lives, has a showroom which customers can visit by appointment, and an online store. The business is also developing their future designs in 3D and creating pre-orders instead of manufacturing in bulk. “Sustainability awareness is a growing concern among consumers,” she notes, adding that for consumers to take a brand’s sustainability initiatives seriously, it needs to show its commitment. “If companies are doing it just to follow a trend, they will be called out sooner or later,” she warns. The brand’s founder said that they plan to expand in the region in the next two years.