Envisioned by four independent creatives, Pranjal Kaila, Pradhyumn Kag, Aravind Narayanan and Vivek Mishra, ByFetus stands at the intersection of fashion and technology. A futuristic pursuit, the founders recognise that their label would exist within a niche. A take on creating their very own immersive experience, what exists today is a character who is an extension of their true selves. With the help of Fetus, they strongly believe they’ve managed to create “tangible relics of mythology,” and hence the wearer engaging with the garments can create space for themselves in this narrative.
When it comes to their design language, the team consciously chose to stay away from the norm in an attempt to not blend with the mainstream. They came up with their manifesto, ‘Birth of New Aesthetics’ that helps keep them grounded but also stay on track with their goal of being able to embrace their own idiosyncratic idea of individuality and aesthetics. Pranjal Kaila further breaks down for us how technology meets fashion at ByFetus.
WEB3 AND FASHION
When we talk about web3, we are not talking about metaverse or cryptocurrency. Web3 is much more than that. At its core, web3 is about decentralisation and giving control back to individuals. It’s about creating a more open, fair, and transparent internet that benefits everyone. And we believe fashion needs exactly that. We are not here to create beautiful artworks and sell them for crypto or make you wear the next virtual dress. We have plans to leverage web3 technology to empower our community and reward their loyalty with exclusive content, freebies and access to new drops. And with Fetus being a virtual influencer, it is only natural to be the bridge between the real and digital.
THE NARRATIVE
A narrative driven label implies that every collection, or as we like to call it, chapters, has a story to tell. And these chapters come together to form a bigger picture. Imagine it to be the volumes of a mythological book. We are here to create immersive mythologies and build a global fashion house. Every piece that you buy acts as a gateway for you to enter into the world that we are building around Fetus. Every piece has a place in this world and has a story of its own.
THE PROCESS
Everything that is put out into the world is tied to the story of Fetus. The experiences of our character dictates the process and the output. This, along with our manifesto ‘Birth of New Aesthetics’, helps us to stay focussed on our vision. Every chapter is a continuation of the previous one. Much like different volumes of a grand mythological book. And each chapter deals with a certain experience or emotion. For example, the first chapter dealt with the stories of space travel after Fetus’ banishment from his home planet. The second chapter is him coming to grips with his identity and his relationship with music on Earth. Once we have the story in place, we go through a parallel process of designing silhouettes that we feel would suit the theme of the chapter, and the process of world building around Fetus which would enrich the lore. We don’t try to put Fetus at the centre of the world we create, we only provide his outlook and his experiences in this world.
THE FASHION OF NOW
Fashion of now should serve the innate human need to belong. It’s going beyond the superficial, and embracing one’s own identity. Brands should focus on building communities that cater to these varied identities. As we break away from societal structures and pressures, we see more and more individuals moving away from the cycles of trend to make more conscious and informed purchases. Purchases that also speak to the need to belong. That is also the reason we see more and more homegrown brands entering the market. The way people interact with brands has changed. It’s no longer to appease strangers, it’s to find like-minded people through their fashion choices.
WHAT’S NEXT
Our next drop is just around the corner and we're about to take things to the next level. In the coming months, we’ll focus our efforts on building a community around our brand. We’re launching a Discord channel where our fans can interact with like-minded individuals, including Fetus himself, and be part of the narrative. We’re even creating a dedicated lore website for our fans to delve deeper into our mythology. This ride is just getting started and we’re not slowing down anytime soon. Buckle up!
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Words Unnati Saini
Date 16-06-2023