An extraterrestrial creature runs this streetwear fashion label
Rumour has it he's been banned from his planet!
Fashion goes beyond mere garments. It's an experience.Â
And honestly, only fashion can revive age-old techniques while being more receptive to radical approaches. Considering its evolution and the web3 space, their intersection is inevitable. ✨
Today, digital natives desire unique experiences — more than just an accessory or apparel when they shop. And that brings me to the conversation you'll lean into right now.
I caught up with Fetus, an extraterrestrial creature (or a virtual influencer, if you may), running a high streetwear fashion label called Fetus, from Delhi. While Fetus runs the show, his minions Pranjal Kaila (CEO), Pradhyumn Kag (COO), Aravind Narayanan (CMO), and Vivek Mishra (CDO) manage the quotidian operations.Â
One look at the label’s online store, and one can tell they’re up to something wicked — will they build a community around the label? Will they focus on designs? I’d hope to see Timothée Chalamet in the next part of Dune. Is this a digital fashion brand?
Well, let’s ask Fetus. 👇
What do you believe in, and what's your brand philosophy?Â
I believe in challenging the given truth. I express it in the label through our manifesto: Birth of New Aesthetics. It’s a rejection of a recurring cycle of trends, brands cannibalising each other’s designs, and ostentatious collaborations with little substance.Â
Our brand philosophy is about the reclamation of individuality and a rebuttal to the ordinary.
Your clothing is for the minimalists, I assume. What's your design theory?
Minimalism is tackling streetwear, which is a paradox in itself. However, my clothing is for minimalists and anyone who values a deep connection and stories behind clothing.
What goes into the production of your apparel?Â
Fetus is a slow fashion label, moving away from seasons and collections based on trend forecasts. We focus on crafting limited pieces and reducing fabric wastage. We ethically source our fabric and use premium polyester for some pieces. Sustainability is still a work in progress — but I am committed to making strides in this area.
What is the significance of fashion in the Web3 space?
Fashion is more important than ever because it allows individuals to express their unique identities and values. Without individuality, fashion loses its meaning, which is why I believe I fit in perfectly in this space.
NFTs allow me to grant exclusive access and rewards to my community with early access to chapters, exclusive content, offers, and surprise airdrops.
Some of your unboxing videos on socials look like ordering a Fetus sweatshirt comes with a proper kit. What does the kit include?
The garments of Chapter 01, Banishment, come with an exclusive kit comprising a manifesto pin, an art book with my creations, and a poster. I want my followers to be a part of the narrative when they receive the box. And the best part? The kit will evolve with future chapters.
Check out what Fetus is up to!
Do you think you fit in?
I hope I don’t. (There's an interesting tale behind why I was banished from my own fucking planet, but I'll save it for another time.)
Have you ever wondered what experiences you'd like your consumers to have?
I hope to inspire my followers to take up metaphorical arms and think about doing things differently. I want to create a movement of people who can unabashedly be themselves, set their own path, and discover new interpretations of beauty.
Are you working with any other virtual influencers right now? And do you plan to use any human influencers for your influencer marketing campaigns?
No, I am a lone wolf as of now! Wouldn’t mind hanging out with like-minded earthlings. I have a few homo sapiens in my sight for collaborations, though.
What can we look forward to?Â
In the future, you can expect a range of exciting accessories and limited drops to take the label to the next level. I always push the boundaries and challenge myself to offer something unique and memorable.
Fetus has dropped its first chapter or edition ‘Banishment’, which comprises apparel, NFTs, and rubber pins. If I were you, I’d eye the NGC 1980 White Sweatshirt.
Check out the store here and follow Fetus on Instagram to keep up with his adventures.