Roei Derhi is the founder and creative director of Placebo digital fashion house. Roei was recruited by H&M after his graduation and moved to Stockholm in 2016 to work in the physical fashion industry but later fell in love with the power of 3D.

Derhi founded Placebo digital fashion house in 2019. Placebo DFH creates high quality fashion that is genderless, sizeless and ageless, and raises questions about identity. This is a fashion house that challenges the values of humans in the 21st century.