Phygital future

Just when we thought physical retail was dead, it turns out the chicken came before the EGG.

- JASON ALEXANDER BASSON

If there’s one thing the pandemic taught us, it’s that nothing is certain, and even the most foolproof and hardy of institutions, such as your trusty mass-fashion retailers of the past, could all come toppling down in a matter of weeks. For months, we lived online and e-commerce became the only option for most of us. The road to the future of the industry was paved with URLs and PayPal checkouts. The only problem was, we didn’t stop being human, craving interaction, physical contact, the ability to try things on and interact with our clothing before committing to a purchase, the joy of an outing or an experience with friends or loved ones, or even the simple possibility of turning shopping into something more than a cash transaction.

Now, imagine a space that allows you to experience fashion in a way you never have, with all the comforts, luxuries and trappings of a marketplace environment, the added benefits of online shopping and digital interfacing, and stock of some of the best that local fashion has to offer.