PRESS
fashion is a tool to regulate perception and in 2026 the internet is the place we offer ourselves up to be perceived. I got obsessed with this idea in 2019 and veered off a path in fintech/consulting to be a first mover in the digital fashion space. Since then I’ve:
BUILT 1 COMPANY – I founded DRAUP, a digital fashion marketplace repositioning code as couture in 2022. We raised $1.5 million to build a digitally native Dover Street Market and created skins with artists like Linda Dounia, Nicholas Sassoon, Kristi Omera and Emi Kusano. These were shown at the Tokyo Museum of Contemporary Art and the Dakar Biennale, sold at Christie’s Auction House and collected by institutions like BDAC and Flamingo DAO. In 2024 DRAUP was acquired by Tribute Brand where I went on to serve as Chief Commercial Officer.
AND INVESTED IN 21 MORE – I co-founded RED DAO, the first digital fashion investment vehicle, alongside industry figures like Joe Lubin, Gmoney, Colby Mugrabi, Shari Glazer and Aaron Wright. To date RED has deployed over 4000 ETH (~$6.4 million USD) into early stage companies like IYK, KIKI, Altava and By Rotation. We also hold the world’s largest collection of digital fashion assets including the infamous DOGE CROWN.
This year I set up my own investment vehicle confirmation bias under the belief that culture fit is the moat in a world where anyone can produce anything. Our investments so far include Danger Testing, Lekondo, Contxt and Syncere.
I ALSO WRITE – a newsletter on the future of culture, commerce and cognition. Plus articles for publications like DIRT, Jing Daily, and Hunger Magazine on topics ranging from MSCHF and Memecoins to Clout In The Age of Infinite Reproduction. On the academic side I’ve contributed to books like Digital Fashion: Theory, Practice, Implications, where I wrote a chapter on Digital Fashion as The Basis Of An Economic Revolution and featured in Bobby Hundred’s bestselling book NFTs Are A Scam. I’m regularly consulted by organizations like the British Fashion Council, Vogue Business, Jing Daily and Chanel as an expert.
SPEAK – I’ve spoken at conferences ranging from Christie's Art and Tech Summit and Frieze Seoul to the WWD Tech Symposium and Cog-X as well as for organizations such as the CFDA, Somerset House and General Assembly. I’ve also been on podcasts like Real Vision, Means of Creation and On The Ledger and co-hosted my own show about icks with DIRT.
TEACH – after two years mentoring promising founders in the Farfetch x Outlier Ventures Base Camp Accelerator Program I co-founded a digital fashion residency with Vertical Crypto Art (classes here). I've also guest lectured at Duke, UC Berkeley, USC, UAL, ESCP, Parsons, Istituto Marangoni and at Stanford’s Fashion-X club. The most fun I’ve had giving a lecture was at the London College of Fashion where I spoke to MA students about how Clothes Need Context.
& OCCASIONALLY CREATE CONTENT – the fact you can use digital-only clothes to go viral was something I set out to prove when I started This Outfit Does Not Exist. Since becoming ‘the first influencer to wear digital clothing’ my image has been seen by over 3 million people. I’ve even been mocked on right wing TV! Less entertainingly I’ve worked with brands like Puma, Mason Martin Margiela and Dion Lee and tech companies like Google and ZERO10. I made my fashion week debut at LAFW least year.
THIS HAS ALL BEEN FEATURED in publications like DAZED where I was dubbed one of the ‘women pushing fashion into the future’, CoinDesk who called me ‘The Digital Fashionista’ and The Times which ran an article on me titled ‘The Influencers New Clothes’. I’ve also been interviewed for issues of Bricks Magazine, Hunger Magazine and Red Eye World, on news channels such as CNBC, NTV and NBC and had my work featured in The New York Times, Morning Brew, Vox and Marie Claire amongst others.
SO WHAT NOW? - my passion for digital fashion was spawned by a longstanding fascination with how technology can ruffle our social fabric, and which businesses thrive as a result. I’m currently gearing up to launch a new content series which interviews founders, investors and artists on just this. I’m also advising Prior Computers, a computational cognitive science startup based in Cambridge, investing through confirmation bias and hosting intimate dinners in New York that explore themes like the future of memory, future of fantasy and future of capital. If this sounds interesting to you drop me a line.
Oh and you should subscribe to my substack if you haven’t already.
Subscribe
BUILT 1 COMPANY – I founded DRAUP, a digital fashion marketplace repositioning code as couture in 2022. We raised $1.5 million to build a digitally native Dover Street Market and created skins with artists like Linda Dounia, Nicholas Sassoon, Kristi Omera and Emi Kusano. These were shown at the Tokyo Museum of Contemporary Art and the Dakar Biennale, sold at Christie’s Auction House and collected by institutions like BDAC and Flamingo DAO. In 2024 DRAUP was acquired by Tribute Brand where I went on to serve as Chief Commercial Officer.
AND INVESTED IN 21 MORE – I co-founded RED DAO, the first digital fashion investment vehicle, alongside industry figures like Joe Lubin, Gmoney, Colby Mugrabi, Shari Glazer and Aaron Wright. To date RED has deployed over 4000 ETH (~$6.4 million USD) into early stage companies like IYK, KIKI, Altava and By Rotation. We also hold the world’s largest collection of digital fashion assets including the infamous DOGE CROWN.
This year I set up my own investment vehicle confirmation bias under the belief that culture fit is the moat in a world where anyone can produce anything. Our investments so far include Danger Testing, Lekondo, Contxt and Syncere.
I ALSO WRITE – a newsletter on the future of culture, commerce and cognition. Plus articles for publications like DIRT, Jing Daily, and Hunger Magazine on topics ranging from MSCHF and Memecoins to Clout In The Age of Infinite Reproduction. On the academic side I’ve contributed to books like Digital Fashion: Theory, Practice, Implications, where I wrote a chapter on Digital Fashion as The Basis Of An Economic Revolution and featured in Bobby Hundred’s bestselling book NFTs Are A Scam. I’m regularly consulted by organizations like the British Fashion Council, Vogue Business, Jing Daily and Chanel as an expert.
SPEAK – I’ve spoken at conferences ranging from Christie's Art and Tech Summit and Frieze Seoul to the WWD Tech Symposium and Cog-X as well as for organizations such as the CFDA, Somerset House and General Assembly. I’ve also been on podcasts like Real Vision, Means of Creation and On The Ledger and co-hosted my own show about icks with DIRT.
TEACH – after two years mentoring promising founders in the Farfetch x Outlier Ventures Base Camp Accelerator Program I co-founded a digital fashion residency with Vertical Crypto Art (classes here). I've also guest lectured at Duke, UC Berkeley, USC, UAL, ESCP, Parsons, Istituto Marangoni and at Stanford’s Fashion-X club. The most fun I’ve had giving a lecture was at the London College of Fashion where I spoke to MA students about how Clothes Need Context.
& OCCASIONALLY CREATE CONTENT – the fact you can use digital-only clothes to go viral was something I set out to prove when I started This Outfit Does Not Exist. Since becoming ‘the first influencer to wear digital clothing’ my image has been seen by over 3 million people. I’ve even been mocked on right wing TV! Less entertainingly I’ve worked with brands like Puma, Mason Martin Margiela and Dion Lee and tech companies like Google and ZERO10. I made my fashion week debut at LAFW least year.
THIS HAS ALL BEEN FEATURED in publications like DAZED where I was dubbed one of the ‘women pushing fashion into the future’, CoinDesk who called me ‘The Digital Fashionista’ and The Times which ran an article on me titled ‘The Influencers New Clothes’. I’ve also been interviewed for issues of Bricks Magazine, Hunger Magazine and Red Eye World, on news channels such as CNBC, NTV and NBC and had my work featured in The New York Times, Morning Brew, Vox and Marie Claire amongst others.
SO WHAT NOW? - my passion for digital fashion was spawned by a longstanding fascination with how technology can ruffle our social fabric, and which businesses thrive as a result. I’m currently gearing up to launch a new content series which interviews founders, investors and artists on just this. I’m also advising Prior Computers, a computational cognitive science startup based in Cambridge, investing through confirmation bias and hosting intimate dinners in New York that explore themes like the future of memory, future of fantasy and future of capital. If this sounds interesting to you drop me a line.
Oh and you should subscribe to my substack if you haven’t already.
Subscribe