New Phygital Arrivals

Seamm's phygital fashion marketplace continues to expand its diverse collection of innovative designs, and this month we are thrilled to introduce new arrivals from Double A and Martina Spetlova. Both brands bring their unique craftsmanship, bold designs, and a forward-thinking approach to fashion, seamlessly blending physical garments with digital experiences. Let’s take a closer look at these exciting new collections.

Double A: A Legacy of Leather Craftsmanship

Double A is more than just a fashion brand; it’s a story of familial legacy, passion, and heritage. Founded by sisters Ayah and Aliaa Aboutera, Double A is a tribute to their father, a visionary in Egyptian leather manufacturing since 1977. Drawing from decades of expertise, the Aboutera sisters launched Double A to showcase the richness of Egyptian leather craftsmanship, offering sophisticated pieces that challenge the traditional seasonality associated with leather fashion.

As pioneers in their region, Double A seeks to redefine leather by pushing the boundaries of design and versatility. Their latest collection on Seamm features three meticulously handcrafted jackets that blend timeless elegance with modern flair.

The beauty of these jackets lies in their expert craftsmanship and in the immersive digital experience they offer. On Seamm’s marketplace, you can virtually try on these jackets before purchasing, ensuring they fit your style perfectly. After making a successful purchase, a digital twin of the jacket is automatically added to your Seamm account, where you can customize it, virtually try it on again, or even send it as a unique gift to your loved ones.

Martina Spetlova: Sustainable Fashion Meets Bold Design

Known for her fearless approach to design, Martina Spetlova is a master of contrast, juxtaposing bold colors and unexpected textures in her collections. Her handwoven leather fashion pieces are instantly recognizable for their vibrant patterns and eco-conscious materials. Sustainability is at the core of Martina’s work, and her pieces tell a story of transparency and responsible production.

Her latest collection on Seamm highlights three new made-to-order phygital pieces: a bustier, a skirt, and a jacket. Crafted from soft, metal-free Nappa leather, each item is woven with ECONYL® regenerated nylon tapes and finished with YKK recycled tape zips. Martina Spetlova’s pieces are more than fashion statements—they are a commitment to sustainability, without compromising on luxury or style.

Martina Spetlova’s collection is available for virtual try-on in the Seamm marketplace, making it easy for you to see how the pieces look and fit before purchasing. Once you’ve made your choice, you’ll receive a 3D digital twin of the item, complete with customization options. This digital twin offers a unique way to interact with your purchase, allowing you to express your individuality in both the physical and virtual fashion worlds.

Explore the latest collections and immerse yourself in the exciting fusion of physical and digital fashion at Seamm, where tradition and technology come together to redefine style.