Institute of Digital Fashion

What Institute of Digital Fashion does

Institute of Digital Fashion (IoDF) is a London-based connected-product platform company founded in 2020 that builds software infrastructure and creative technology for the fashion industry, operating at the intersection of compliance, commerce, culture, and technology. Its core offering is the Digital Product Passport (DPP) Platform, a SaaS plus Protocol system that provides full-stack traceability infrastructure, regulatory onboarding, supplier integration, and circular economy pathways (repair, resale, recycle) for fashion brands preparing for EU DPP mandates. The platform layers a consumer engagement layer combining QR/NFC physical triggers with AR experiences, and the company deploys adjacent capabilities including CGI, VFX, gaming, avatar development, multilingual AI clone content creation, and computer vision for virtual try-on.

IoDF serves three primary customer segments: luxury and premium fashion brands (Balenciaga, Hugo Boss, Alexander McQueen, Tommy Hilfiger, Calvin Klein, Audemars Piguet), premium retailers and department stores (Selfridges, Machine-A multi-brand activations), and technology platform partners (Meta, Snapchat, TikTok, Epic Games). It has achieved 7 world-firsts, including the first AR wearable sold in pounds (not crypto) for Roksanda via Clearpay, and has been recognized as the No. 1 Fashion DPP provider by Vogue Business and Forbes.

Revenue is generated through three streams: subscription-based SaaS and platform licensing for the DPP infrastructure, bespoke strategic and creative professional services for enterprise clients, and technology integration and co-development engagements with major tech partners. Go-to-market is enterprise field sales targeting luxury, fashion, and lifestyle brands, reinforced by channel partnerships with Selfridges, the British Fashion Council, Meta, Snapchat, TikTok, and Epic Games, and amplified by event-driven activations at London Fashion Week, Paris Haute Couture Week, and Dazed Live. Supporting marketing is heavily earned-media driven via Vogue Business, Forbes, CNN, BOF, Vogue Italia, The Guardian, and Dazed. The company operates with 1-10 employees and has no publicly disclosed funding rounds.

Name

Institute of Digital Fashion

Legal name

Institute of Digital Fashion

Website

https://institute-digital.fashion

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Institute of Digital Fashion builds Digital Product Passport SaaS infrastructure and AR/CGI creative technology for luxury fashion brands, retailers, and tech platforms preparing for EU DPP compliance and digital-physical retail convergence.

Ownership category

akta.pro rank

Product category

Fashion Technology Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

akta.pro industry

PRIMARYBPAEAMAB

Infrastructure Outsourcing (IO)

Business & Public Services/IT & Digital Services (Managed Services, Systems Integration)/IT Outsourcing & Offshoring Services

Keywords

• Digital product passport
• Augmented reality fashion
• Digital fashion platform
• Fashion traceability software
• AR wearable garments

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Enterprise Technology & DPP SaaS Platform: SaaS-based Digital Product Passport infrastructure platform deployed to enterprise fashion and luxury brands for regulatory compliance, traceability, and consumer engagement. Likely subscription or contract-based professional services plus platform licensing.
2. Strategic and Creative Professional Services: Bespoke consulting and creative services including brand vision, positioning, omnichannel campaign strategy, creative direction, content production, immersive marketing, event management, and cultural programming for enterprise clients.
3. Technology Integration & Co-development: Co-development and technology integration projects with major tech and brand partners (EPAM, Epic Games, Snapchat, TikTok, Meta) for digital fashion, AR, and DPP implementations.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

IoDF operates a connected-product platform that delivers a Digital Product Passport (DPP) infrastructure layer (SaaS + Protocol) for fashion and luxury brands, providing full-stack traceability, EU regulatory onboarding, supplier integration, and a QR/NFC+AR consumer engagement layer. Alongside the platform, IoDF delivers bespoke strategy, creative, CGI, AR, VFX, gaming, avatar, and AI-driven campaign services for enterprise fashion, retail, and technology clients.

Product overview

IoDF is a connected-product platform company operating at the intersection of compliance, commerce, culture, and technology. The core offering is the Digital Product Passport (DPP) Platform, a connected-product system powering fashion's Digital Product Passport operating layer with SaaS and Protocol infrastructure options. The platform includes compliance services (Full-Stack Traceability Infrastructure, Regulatory Onboarding & Supplier Integration, Circular Pathways), consumer engagement layers (QR/NFC + AR), and enterprise deployment capabilities. Supporting services include Strategy (consultation, brand vision, omnichannel campaign strategy), Creative (visual identity, CGI, AR, VFX, gaming, avatar development), Content production, AI-powered digital fashion creation, and experiential activations. The company has achieved 7 world-firsts across strategic and creative activations.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Product Passport (DPP) Infrastructure Platform Connected-product SaaS + Protocol platform that enables fashion and luxury brands to comply with EU Digital Product Passport regulation, capture full supply chain traceability, integrate suppliers, manage circular economy pathways (repair, resale, recycle), and engage consumers through QR/NFC triggers paired with AR experiences. Sold to enterprise fashion, luxury, and retail clients.
• IoDF Learning Academy Educational offering launched at Dazed Live delivering training, insights, whitepapers, and consultation on digital fashion, AR, and fashion technology topics for fashion industry professionals and enterprise clients.

Quantifiable outcome

• 7 world-firsts achieved across strategic and creative activations in digital fashion and DPP
• +4 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• EPAM Systems InccoreTechnology or IntegrationIoDF and EPAM united to launch next-generation Digital Product Passport services, combining EPAM's enterprise technology capabilities with IoDF's fashion DPP platform for enterprise deployment.
• Epic GamescoreTechnology or IntegrationTechnology alliance for gaming-integrated digital fashion experiences, leveraging Epic Games' Unreal Engine and gaming ecosystem for immersive fashion activations.
• SnapchatcoreTechnology or IntegrationTechnology alliance for AR lens and digital fashion experiences on Snapchat's platform, including client work and platform-native brand activations.
• TikTokcoreTechnology or IntegrationTechnology alliance for digital fashion content and AR experiences distributed through TikTok's platform ecosystem.
• SelfridgescoreStrategic or Co-development PartnerIoDF partnered with Selfridges for the Super Futures event series, creating immersive digital-physical retail experiences. Also collaborated on The New Order campaign featuring Raf Simons, Maison Margiela, Balenciaga, and others.
• British Fashion CouncilflagshipStrategic or Co-development PartnerIoDF closing party activation for London Fashion Week in partnership with British Fashion Council, driving digital fashion experiences at one of fashion's most prestigious events.
• Vogue ItaliaflagshipStrategic or Co-development PartnerExclusive editorial and activation partnership with Vogue Italia including Virtual Pregnancy print feature, viral red carpet global impact activation, and regular editorial coverage.
• MetacoreTechnology or IntegrationIoDF uses Meta technologies to make fashion more accessible. Partnership for AR experiences and digital fashion accessibility initiatives using Meta's platform and tools.
• DazedcoreStrategic or Co-development PartnerIoDF launched Learning Academy during Dazed Live and collaborates on editorial content, AI beauty features for ELLE India, and cultural programming.
• Vestiaire CollectivecoreStrategic or Co-development PartnerThought leadership partnership with Vestiaire Collective calling for a more sustainable fashion future, promoting circular economy and DPP-enabled resale.
• AbsolutminorGTM or Marketing PartnerCollaboration with Absolut on unveiling a genderless AR garment with designers Tayce and Chet Lo, combining fashion, spirits brand, and digital art.
• RoksandacoreStrategic or Co-development PartnerWorld's first AR wearable sold in GBP (not crypto) — Roksanda collaborated with IoDF and Clearpay to sell an AR digital garment using traditional currency, establishing a new commercial model for digital fashion.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• EON (EON.ID): EON operates a connected-product cloud platform purpose-built for Digital Product Passports across fashion and luxury — the most direct competitor to IoDF's DPP infrastructure offering. Both target the same EU ESPR compliance use case for premium apparel brands.
• Replique: Replique runs a B2B digital fashion platform enabling brands to create, sell, and trace 3D digital garments, with comparable SaaS+creative services overlap. Their B2B go-to-market and brand-portfolio focus directly mirrors IoDF's enterprise motion.
• DRESSX: DRESSX is a digital fashion platform producing AR wearables and 3D garments for premium brands, with significant overlap in AR try-on and brand-collaboration use cases served by IoDF.
• The Fabricant: The Fabricant is a digital-only fashion house producing 3D couture and brand-partnered virtual garments, comparable to IoDF's digital fashion creative practice and multi-brand activations like the Machine-A Super Futures campaign.
• Obsess: Obsess builds AR/3D virtual stores and immersive shopping experiences for fashion and retail brands — directly comparable to IoDF's AR retail activations at Selfridges and Machine-A and its Connected OOH AR campaign.
• Maison Meta: Maison Meta is an AI-powered creative agency producing AI-generated content and campaigns for fashion and luxury brands, mirroring IoDF's multilingual AI clone and AI editorial capabilities and enterprise brand roster.
• Tribute Brand: Tribute Brand is a digital fashion marketplace and platform producing virtual wearables for premium brands — comparable to IoDF's AR wearables and digital fashion collaborations with Roksanda and other luxury houses.
• Dimension Studio: Dimension Studio is a digital fashion and virtual production house producing CGI campaigns, virtual idols, and immersive content for luxury brands — directly comparable to IoDF's CGI, AR, VFX, and avatar development services for brands like Audemars Piguet and Balenciaga.

Emerging players

• Zero10: Zero10 provides AR mirror and try-on technology for fashion retail, overlapping with IoDF's AR try-on and in-store digital activation capabilities, though with a more hardware-anchored product.

Broad incumbents

• CLO Virtual Fashion (CLO 3D): CLO Virtual Fashion provides industry-standard 3D garment design and simulation software used across fashion houses — a broader, more established incumbent in the same digital fashion tooling ecosystem where IoDF operates, and an existing IoDF technology partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/iodf
• Instagraminstagram.com/poweredbyiodf
• Xx.com/_IoDF

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Institute of Digital Fashion