Caught between two worlds, ECOOLSKA - a pioneering phygital fashion brand - is all about longevity, sustainability and a chic, electric-green bob of a haircut that the meta me wishes she could pull off.
ECOOLSKA’s online presence exudes a unique breed of confidence I haven’t witnessed in a while. They are all about pushing the boundaries of eco-friendly fashion.
But more than that, they possess enough creative courage to modify traditional fabrics using materials like algae as well as execute an eloquent technique when it comes to dabbling in the metaverse with their avatar Olska - their Co-Founder and CEO Olska Green’s digital twin - all whilst pushing the motive of a cleaner, greener Pale Blue Dot (the late astronomer Carl Sagan’s pet name for planet earth).
Green without envy
There’s no doubt that ECOOLSKA’s online presence is bold, loud and proud. Clicking through their website, there is a wealth of information, statistics and infographics which point to the brand’s ethos of educating, reusing and recycling.
So much so, it’s even embedded in their name.
“ECOOLSKA, where the ‘eco’ stands for ecology and ‘Olska’ stands for the name of our 3D avatar, our brand ambassador and Co-Founder of ECOOLSKA,” they said.
And Olska couldn’t be a more perfect embodiment of the future of fashion. She’s made of digital art and coded logic. Plus, meta fashion dominates her wardrobe.
“Olska illustrates the idea of eco-fashion, digital fashion and circular economy,” ECOOLSKA said. “We are for quality items that will not go to the landfill in a few months, but will serve a purpose for many years.”
“We choose natural organic, biodegradable, innovative and recycled fabrics. Three uneven circles symbolise the three components of green principles of sustainable development: economy, people, environment.”
Tackling the climate crisis starts from within however, and so ECOOLSKA has honed their focus on reducing their very own carbon footprint when it comes to their production processes.
“We choose only certified biodegradable, innovative, recycled materials,” they said. “Btw, we are planning to create sportswear made from algae. That’s a totally new, 100% biodegradable material made from seaweed.”
“Also, we work only with trusted suppliers and provide transparent information on fabrics, suppliers, partners and logistics. We sew our collections from certified fabrics only. We implement a cyclical economy and zero-waste production.”
This push for pure sustainability and planet appreciation also extends beyond the environment, further encapsulating those who inhabit it.
“We are all for a person accepting themselves as they are - without social media filters, masks and Photoshop. We stand for a culture of acceptance and care. We value all people in the diversity of their cultures and forms of expression.”
ECOOLSKA also incorporates the 17 United Nations Sustainable Development Goals in their business practices as well as supporting charities who aim to reforest our planet with lush greens.
3[D]evelopment beyond dimension
With the rapid rise of digital fashion as a plausible answer to eco-friendly fashion consumption, ECOOLSKA hopped at the opportunity to develop their brand within this space too.
“Very soon, with the help of 3D technology, everyone will be able to buy digital clothes for themselves without having to necessarily break the bank”, ECOOLSKA said. “You can post photos on social networks in new outfits every day. This will eliminate the need to buy physical clothing in large quantities.”
“Everyone will have enough space in their wardrobe for several comfortable, high-quality, weather-resistant sets. The need for novelty and the propensity for shopaholism can be met through digital fashion. We believe that this is the future.”
Transferring their physical values into the digital realm, ECOOLSKA created their “Recycle Your Life” collection which consisted of garments made entirely from preloved clothes. “As far as this collection goes, it is total upcycling,” ECOOLSKA said.
“The outfits were made in single pieces. This is because you can’t buy the same garments in secondhand shops. The clothes were handmade by Olska. We then decided to prolong the lives of the outfits and thus, this collection was digitised.”
Going a step further, Olska’s digital twin is making a double impact in fashion’s future. Her personality and eco-education are the two key ingredients to ensuring the digital fashion message of sustainability and accessibility are catapulted to the top of every agenda.
“Olska popularises the idea of digital fashion. On each post and in every video, she wears our digital outfits to promote the idea of utility within digital fashion. We believe that we can develop a sustainable society through art and fashion,” ECOOLSKA said.
“Besides her Insta account, we produce amazing dialogues with her and our Co-Founder (literally real, physical dialogues) and while talking, they cover different topics such as sustainability, fashion innovation, future fashion as well as the future of people’s attitude towards the fashion industry and consumerism in general.”
Digitising garments for online and social media use is not the only massive disrupter to the fashion industry. Teleporting fashion shows and other community gatherings to the metaverse is the necessary next step to future proof the industry.
“For a digital show, you do not waste money and resources like on staff salaries or for sewing samples or decorations, for example,” ECOOLSKA said. “You do not have to send invitations out to guests. Or people do not need to fly all the way from across the world to see your show.”
“You can create a digital show, a very realistic one, and include 3D avatars. Ideally, an offline show would be presented only after the approval of the collection. We have recently released our second digital fashion show with the MAMMAMIA collection.”
This movement in fashion goes beyond accepting 3D as a temporary fad or trend. It is the future and the way forward to create a culture of inclusivity whilst simultaneously garnering a planet-centric consciousness.
“We truly believe that virtual fashion plays a significant part in transforming our reality. The opportunity to showcase a runway with 3D mannequins enables us to decrease the amount of waste and save resources, money and time,” said ECOOLSKA.
To be honest and fair, this brand has completely windswept me away. And that doesn’t happen very often. Oath.
Beyond their macro industry-changing narrative, ECOOLSKA revealed a personal touch that makes their inner workings truly unique .
“I love everything extravagant, interesting, breathtaking and extraordinary,” they said. “I was inspired by the green movement. The colour green represents the commitment to the green economy and the synergy between nature and human beings.”
My conclusion? ECOOLSKA is unbelievably cool. Beyond revolutionising the fashion industry, they have embedded eco-friendly educational practices into the fabric of new-age consumerism. I mean, the word “cool” is even in their name.
Coincidence? I think not.