Fashion-tech startup ZERO10 is stepping into the era of fashion innovations stating to be the platform where non-digital brands, designers and artists can interact with users on an entirely different level through the latest AR technologies.
An iOS app includes features where users can try on digital clothes in real-time through their phone camera, buy and collect garments in the virtual wardrobe, create content with it and share on social media. All fashion collections are produced in collaboration with non-digital fashion brands, independent designers and artists to be presented in limited drops exclusively inside the app. Establishing a conceptual selection of brands, ZERO10 offers users an affordable way of engagement and self-expression and aim to build a community of young and brave creatives.
"We understand both brands and customers needs and build an easy language for communication in digital space," says CEO and co-founder George Yashin, who comes from background of more than 12 years experience in fashion design and business.
Behind the app is a strong and ambitious team of developers working on the technology to achieve the most accurate digital representation of physical clothes. ZERO10 uses advanced 3D body tracking and segmentation to fit virtual garments perfectly on a human body in real-time, as well as cloth simulation and rendering technologies that make clothes look realistic.
"Significant issue when trying on digital clothing is the lack of emotions and realistic sensations that users can experience during the fitting process as in the case with physical ones. Therefore, in ZERO10 we mainly focus on materials and fit accuracy, developing technologies that allow users to "feel" an item on body even through the app camera. We try to find an approach to every garment, whether it's jeans, a down jacket or a poncho so that it gives customers near-physical feelings when trying on or buying," Yashin explains the role of genuine emotions for users while virtual fitting.
Forecasting public release date in early October, the platform already has positive feedbacks from the main tech industry players along with confirmed collaborations with well-known designers and artists. A solo venture on AR fashion scene, not driven by investors, ZERO10 creates authentic emotions from AR try on experience and provides brands with a technical base and a new approach to interface audience.
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