Louise Laing: Futurist Fashionista

PhygitalTwin was founded in late 2021, by Louise Laing. Louise is an experienced entrepreneur with a proven track record of launching fashion brands that can go from start-ups to multi–million pound businesses. A futurist and thought leader in this rapidly developing field of digital fashion, the metaverse and a pioneer for on-demand, Louise is a fashion revolutionary at the forefront of the digitisation of the fashion world and a campaigner for real change, both environmental and social. 

LOS ANGELES, CALIFORNIA – FEBRUARY 07: seen at Dr. Robin B’s FIT Rx Launch Party with PhygitalTwin on Tuesday, February 7, 2023 at Hideaway House in Los Angeles, California. (Photo by Arnold Turner/Eclipse Content)Tell us about your background:


I am a veteran of the fashion industry,  a product expert and experienced CEO I have worked for luxury brands such as Burberry, Kilgour and Reiss, as well as being the CEO of a London Fashion Brand called Shrimps and running my own consultancy where we have launched over 8 start ups from concept and turned them into multi million dollar businesses. 


What is Phygital Twin? What is the mission of the brand?


PhygitalTwin is a sustainable Web-3 design studio and e-commerce platform using state of the art Web3 technology to create and transform unique digital fashion into physical on-demand. 


 “The rise in digital fashion has paved a new avenue for democratization and my goal has always been to ensure that we helped build a more sustainable future for industry participants,”  says Louise Laing, founder and the Web3 Fashion pioneer adds  


“I launched PhygitalTwin to allow creators, influencers and designers the chance to explore new revenue streams and offer them new ownership opportunities in Web3 not widely available in the industry today. We also want to offer customers the option of being able to try before they buy to help them make the right decisions before purchasing. Our collections do just that.”


A person is walking by a reflective pond in a serene garden with traditional-style buildings in the background.
Louise Laing & David Christopher Lee, LOS ANGELES, CALIFORNIA – FEBRUARY 07: seen at Dr. Robin B’s FIT Rx Launch Party with PhygitalTwin on Tuesday, February 7, 2023 at Hideaway House in Los Angeles, California. (Photo by Arnold Turner/Eclipse Content)


How do you use web 3?


By purchasing the physical piece, customers automatically receive a complimentary digital collectible that grants them immediate access to the VIP Membership. Once part of the VIP community, there are benefits not available anywhere else including an exclusive Dr. Robin B cooking and workout video, discounts, priority access to future drops, customisation opportunities and much more.


We have also built an e-commerce store in collaboration with Exclusible and Web3rlds where customers can browse the collection, interact, ask questions and view in AR before purchasing. 


Customers can also experiment with their digital wardrobe with brand 3 AR filters developed by BeyondSocial and a digital rendering service where they can see themselves wearing one of the pieces in the collection. In a fashion first, customers will be able to test the garment before buying and know how the garment will fit their body before ordering it online to their home. 


How did you and Dr Robin  meet?  What is each of your roles in the company?


Robin and I met through our Head of Partnerships Paula Kilgarriff, they had collaborated before on an NFT project we wanted to produce an athleisure collection so we got talking. 


How do you achieve higher consciousness?


Through meditation, reflection and gratitude. 


Why is gratitude so important?


Gratitude helps you feel positive about what you have and to focus on what you do have rather than what you don’t want. I try to think of 3 things I am grateful for each day and it always lifts the spirit. 


One’s reality is achieved through the thoughts one believes in their head. How do you take a thought and manifest it into your dreams?


You have to be visionary and see yourself somewhere in 3 years. Create a visionary board, start journaling, surround yourself and tell yourself that your manifestation will happen, believe and walk the walk. Always think ahead to how it will feel in a years time, how it will feel in a 3 years time, what feelings you want to feel from manifesting your dream. 


Everyone has a past…sometimes, it can be quite dark. How would you suggest letting go of your past so that you can achieve great results for the future?


Your past doesn’t shape your future, you can learn from your past and create a new energy and focus which will distract you from the past as you go on your new journey. 


What is the best way of connecting with someone?


Be yourself, be a good listener, be empathetic and give people space to be themselves. Make everyone feel heard. 


Who inspires you?


My two daughters who are 13 and 11  inspire me everyday. 


What projects are you working on now?


We are deep into Metaverse Fashion Week, 

What does beauty mean to you?


Beauty allows us to experience the amazing richness of our surroundings. Beauty is a feeling that is created by warmness, compassion, the surroundings, a moment where all of this is encompasses into one. Beauty has to be an amalgamation of feelings. Felt the most when on holiday as one can take the time to enjoy in these moments. 


How would you describe success?


Loving and spending time with loved ones  and finding something that makes you happy and something you enjoy


Where can we find you?







David Christopher Lee


David Christopher Lee launched his first online magazine in 2001. As a young publisher, he had access to the most incredible events and innovators of the world. In 2009, he started Destinationluxury.com, one of the largest portals for all things luxury including 5 star properties, Michelin Star Restaurants and bespoke experiences. As a portrait photographer and producer, David has worked with many celebrities & major brands such as Richard Branson, the Kardashians, Lady Gaga, Cadillac, Lexus, Qatar Airways, Aman Hotels, just to name a few. David’s work has been published in major magazines such as GQ, Vogue, Instyle, People, Teen, Men’s Health, Departures & many more. He creates content with powerful seo marketing strategies.

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