FDMTL JAPANESE DENIM LABEL LAUNCHES VIRTUAL STORE AND DIGITAL EXHIBITION

An immersive 360-view of the denim brand’s space.

By Balthazar Malevolent

FDMTL JAPANESE DENIM LABEL LAUNCHES VIRTUAL STORE AND DIGITAL EXHIBITION

A virtual shop and exhibition for a seamless digital shopping experience have been launched by Japanese denim label FDMTL during COVID-19 lockdowns offering an immersive 360 view of the physical environment of the brand, displaying alongside the main line of FDMTL a series of past partnerships, such as the BE@RBRICK with Medicom Toy and various Vans co-signs.

The virtual experience begins at the front door, allowing customers to use a simple drag function to rotate their views. The floor of the space is marked with semi-transparent circles which carry the customer to the designated spots for closer inspection of neighboring items. Visitors can reposition themselves all the way to the back of the store, where a selection (not for sale) of the brand's past projects is on show. For instance, there is an artful Kiiya mannequin — click on the blue circle to read its description. Other products in the shop, such as novelties in the glass accessories cabinet or hanging denim collections, each come with a floating circle that customers can click on to carry to the label's website's product page.

The denim for FDMTL is "Japan made". This includes manufacturing, sewing and fabrication. The enormous knowledge and experience of skilled workers is placed into each item, resulting in a unique comprehensive product that you can not achieve through mass production. FDMTL denim started from 4 line-ups.

FDMTL denim is carefully designed, going through various manufacturing stages. The creation of garments begins with the establishing of the concept to avoid making them in an unnatural style. This means predicting things like the profession of the person who wears the jeans, the place and the time. There are theories behind each process, so, as the vintage denim does, it's not just about design but of course about giving a rich experience. They are made through time and effort, and repeating the process of trial-and -error which is a "space" far from things like efficiency.

Looking forward to seeing the newly-created 3D stores of such brands as Rick Owens this year. Surely, they will be revolutionary and unique.

An immersive 360-view of the denim brand’s space.An immersive 360-view of the denim brand’s space.An immersive 360-view of the denim brand’s space.An immersive 360-view of the denim brand’s space.
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