Digital Fashion Comes to Life with flex, Powered by Leading Augmented Reality Company – Vyking

Vyking, the company that brought augmented reality (AR) try-on technology to major fashion brands, announced today the launch of flex, a next generation AR application for digital fashion. flex enables creators, artists, and brands to build and release digital fashion collections as NFTs that can be collected and displayed in AR – allowing consumers to ‘flex’ their digital fashion collections. flex will launch at Block/Space presented by Tezos, part of SXSW 2022, where fair-goers will be able to experience the flex app at the ‘flex sneaker shop’.

The launch of flex marks a major step forward in the digital fashion revolution by combining true digital ownership with leading AR technology. By enabling creators, artists, and brands to mint digital fashion collections as NFTs, flex introduces a new paradigm of ownership for digital fashion. flex brings that ownership to life by leveraging Vyking’s proprietary, industry leading AR try-on technology to display their items into Instagram-worthy pictures that can be shared on social media.

“The world around us is changing rapidly as the pace of culture continues to move in lock-step with that of technology. We at Vyking saw a unique opportunity to leverage our proven AR technology that powers AR experiences for leading brands into a user and creator-centric application that combines real ownership and AR with the expanding world of digital fashion. flex is a game-changer for digital fashion and we are thrilled to play a part in bringing this creative revolution to life.” – Thibault Marion de Procé, Vyking’s co-founder and Chief Product Officer.

flex’s parent company, Vyking, is renowned for its proprietary AR and 3-D try-on technology, which has been implemented by major brands including Adidas, Louis Vuitton, and Crocs. Vyking aims to shape the next evolution of retail and culture by creating a collaborative space at the intersection of creativity, 3-D design, blockchain and AR for creators and global brands alike.

“We’ve been working in augmented reality for many years now and for us, it’s the best way to enhance the people and places around us, adding layers of art and function on top of the human experience. In the same way that the clothes you wear in real life tell the story of who you are and how you feel, so will digital fashion be flexed across the metaverse.” – Thibault Marion de Procé, Vyking’s co-founder and Chief Product Officer.

flex will launch with initial functionality for digital sneaker collections, partnering with some of the biggest names in digital fashion and 3D design: French AR artist johwska, footwear designer Finn Rush-Taylor and a collection from Monument. Users can explore and purchase flex collections on Rarible, a leading NFT marketplace. Once collected, users will be able to access their NFTs in the flex app and ‘flex’ their sneaker NFTs with the AR technology that automatically overlays the digital sneakers.

flex also gives creators full ownership over their designs through the smart contract mechanism on the Tezos blockchain, which ensures that designers receive royalties on primary and secondary sales. Each digital sneaker on flex can be tried on virtually before purchase.

flex is built on the energy-efficient Tezos blockchain, a leading Proof of Stake network. Vyking chose to establish flex on Tezos to align with its mission of making digital fashion accessible, sustainable, and inclusive. Tezos is low-cost to mint and has an annual carbon footprint equivalent to the average energy footprint of 17 people – meaning creators and users can prioritize innovation without compromising sustainability. Vyking received dedicated mentorship and guidance from TZ Connect, technical hub focused on Tezos, which operates despace, a digital creative incubator located in Berlin.

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