# Phygital Fashion Brands
PUNK Challenges Conventions with Digital Assets & Physical Tracksuits

By Laura McQuarrie | Published 2022-12-16 | Business
Source: Trend Hunter, https://www.trendhunter.com/trends/punk
References: [ca.sports.yahoo](https://ca.sports.yahoo.com/news/tribute-brand-starts-chapter-fashion-202832939.html)

Digital fashion platform Tribute Brand debuted its first phygital fashion drop with PUNK and it's like the counterpoint to the sister brand of a popular American lingerie company. With ripped clothing and rebellious imagery, the brand speaks to Gen Z with anti-authoritatiran and anti-corporate messaging.

Tomislav Mostecak, Tribute Brand's Co-Creative Director, says "PUNK doesn't serve as a shanzhai imitation or a parody product, but rather a performative tool of hyper-femininity, subverting the idea that hyperfeminine traits cannot be intellectually substantive."

PUNK's brand mascot is $PUNKY and it can be interacted with through an augmented reality tool on the Tribute app. There's also a redeemable NFC chip-enabled physical PUNK tracksuit and a PUNK typeface, which is the third asset for PUNK holders to explore in a new era of phygital fashion and youth culture.