Fashion 3.0

Introducing: Fashion 3.0

Stability is probably not going to be the reigning theme of 2021. But here at Metafactory, we're designing for a world that can pivot without completely falling apart. That means we're giving everything from design to production a major update.

Web 3.0, meet Fashion 3.0. Unlike the turnover speed of build releases, this one's been about, oh, 50,000 years in the making.

It's no small claim to tagline history like this, but we're at a confluence of timing, attention, and innovation that promises to structurally shift our relationship with fashion inside and out.

Pattern Innovation / Kinetic garment Design

It may seem like Fashion constantly reinvents itself. But how we jigsaw pieces of fabric to our perplexingly variable anatomy defaults to two general approaches: the wrap/rectangular-cut, and the tailored/flat-pattern construction, the latter being what we know today as modern clothes. If your garments hug the contours of your body, and if you aren't already rocking Rickard Lindqvist's gear, then the clothes you wear follow a flat-pattern construction formula that, at best, fits you well while you're standing still.

Fortunately, we move. Unfortunately, whether it's us in motion, or our bodies exploring uncharted waistlines, every movement becomes a distortion to the underlying pattern. Our clothes are not built for adaptation: even in full working order, they become obsolete.

When you consider this flavor of planned obsolescence, our relentless consumption of fashion starts to make a bit more sense. Rickard's Kinetic Garment Construction innovates on this core, yet often overlooked, structural idiosyncrasy, by accommodating the body’s natural vectors without losing the fitted silhouettes we’ve grown to love. We're so excited to have found Rickard's work, and to count him among our collaborators.

Local Production & Presale Model

Metafactory is building a network of global producers who are local to our customers. This is way bigger than simply a reduction in overhead. A tighter supply chain gives us the leverage to completely invert the existing wholesale model, which is the main culprit behind inventory bonfires, invasive adverts, and the recent slew of canceled orders which left millions of garment workers destitute without recourse.

Offering merch at presale means we meet honest demand, instead of creating it artificially through costly advertising. This is only possible through local manufacturing networks with low minimum order volumes, because of the responsible turnaround speeds required.

Meanwhile, your typical high-street hoodie travels more than a passport page's worth before it gets to you. All that movement eats into the margins, leaving next to nothing for those at the bottom of the supply chain—the raw material producers and garment workers—which is why they see at most 1-3% of what's printed on the price tag.

At Metafactory, we're pushing total transparency. Our community decides ——- xxx (something about citadel, robot here?) In an industry that's infamous for its opacity, this is revolutionary. Isn't it crazy that we're actually first movers in this regard? There's still so much to build on.

We currently have production partners in the US and Sweden, and we're on the lookout for more who meet our requirements of fair staff wages, high quality standards, and low minimum orders.

Digital Workflow

Prototyping and iterating in digital is not only material, time, and cost-saving—it's also inclusive. Anyone can now engage with clothing design, instantly switching out fabrics, shapes, and prints, to generate production-ready patterns for cut & sew.

It's also what enables us to render realistic and accurate garments for our marketplace, and what empowers our community to approach design and branding from a decentralized standpoint.

With a growing catalogue of digitized fabrics that all our producers will share, we can increasingly streamline this process and offer even more assurance that what you see on screen is what you'll get. ((Add something here about custom avatars, interoperability with virtual items, and upcoming innovations in automated garment construction? Or totally leave this aspect out?)

  • ---> [insert simple graphic of a triangle with the three core principles]

These are the three pillars that uphold Fashion 3.0, and they’re ready for their capitals. In our Jan 1 sneak peak, we teased The New Horizons Jacket, an upcoming drop with Rickard Lindqvist and the artist Weseeclearly. This will be our first release to bring it all together, marking a historical moment for Metafactory, and for the industries we're bridging. It also sets a new baseline from here on out.

We're grateful for a community that likes to experiment, especially when the only things at stake seem to be legacy limitations. Our moves towards local production and market-honest presales, leveraging the pace and precision of a digital design workflow, is how we build care and intention into our products while keeping the whole thing fun and respectful of each other, our environment, and our bodies. Another ternary that we like: win, win, win!


IDEA for future graphic: something like this but showing where our funds go, in terms of design rewards and sales redistribution.