A close collaboration between Mobiquity Amsterdam, the International Anti-Fur Coalition (IAFC), Hexaware and the University of Westminster made it possible to launch this amazing digital fashion project: UNFUR. A digital fur collection to fight the fur industry - available to buy through an NFT auction. An innovative way to raise awareness about the still existing fur industry that is silently killing more than 100 million animals each year. Using the current hype around NFTs and the Metaverse. All earnings from the NFT auction will go to the IAFC.
The UNFUR NFT collection consists of five unique digital fashion pieces - designed by fashion students from the renowned University of Westminster, London, UK.
The entire project was completed in three months. From the garment concept, the digitisation of the fashion designs and animations to the generation of the NFTs and the complete marketing campaign including the digital campaign platform.
Behind the scenes: using sustainable technology
Each concept was meticulously translated from paper into 3D. Animated into a redefined interpretation of each animal’s natural habitat, and put up for auction on FLOW.
In an effort to reduce the emissions created by an NFT auction, the entire UNFUR collection is minted* on the FLOW blockchain - a low-emission blockchain - requiring only 0.18 gigawatt hours (GWh) of energy.
For the techies amongst us, FLOW is a developer-friendly blockchain - based on a multi-role architecture and designed to scale easily and fast to serve billions of users without sharding.
*The creation of new coins/tokens on the blockchain - through verification of data, creation of new blocks, and documentation of the verified information on a blockchain network.
The future of digital fashion UNFUR is a great example of fashion created in a different, less polluting way. At the same time it raises awareness for an important cause: it brings a positive change to animal cruelty in fashion.
Not just another NFT fashion project, but one with a great and meaningful purpose.
Therefore, digital fashion is here to stay. Big brands like Nike, Under Armor, Gucci and many others are making big investments in this market. New collaborations between brands, organisations and charities are creating new opportunities that are relevant to their more environmentally conscious audience. It enables a transition into a more sustainable fashion industry.