how mmerch generative fashion works
Creating rarity for the rare
Haute couture creates one-of-one fashion for the very few. But how do you create one-of-one fashion for everyone? You turn to the wonder of algorithms.
We plug our taste — colors, patterns, material — into a computational engine that, in one click, generates thousands of unique designs.
STEP 1
Define Traits
Every mmERCH collection begins with a featured silhouette and set of traits — body, pocket, hood, bands, sleeves.
STEP 2
Input Attributes
We curate a set of colors and patterns that will adorn said traits.
STEP 3
Assign Rarity
For each design attribute, we assign a level of rarity where color and pattern is driven by a value curve, sparking scarcity.
STEP 4
Generate Outputs
Our algorithm draws from the inputs to create a set of unique designs, a collection of one-of-one goods. Some are rarer than others but each is unique.
THE MMERCH SQUAD
A collection of artists, esthetes, degens, designers, philosophers, and coders.
Colby Mugrabi is the founder of mmERCH, a tech-enabled fashion house at the intersection of generative design, blockchain, and fine craftsmanship. Acting as both CEO and Art Director, Colby channels her deep knowledge and connections in the fashion, art, and Web3 worlds, introducing an entirely new category – Neo-Couture, one-of-one-of-x luxury fashion that is backed by an NFT. In her view, fashion is hardware that can be programmed, creating a new relationship between brand, product, and wearer.
In 2017, Colby founded Minnie Muse, the research-based digital digest known for its original high-quality content cultivating the cross-pollination of art, fashion, architecture, and design. In addition to mmERCH, Colby serves on the NYU Gallatin's Dean's Council and guest lectures at the Parsons' School of Design; she is also contributing writer at W Magazine and Air Mail. Colby is an active member of the Costume Institute at the Metropolitan Museum of Art and serves on the board of The Shed, a multi-disciplinary arts center located in New York City's Hudson Yards.
