Scandinavian label Carlings is channeling the power of Instagram with its new range of Augmented Reality t-shirts that lets customers switch up the designs using filters.
CarlingsΒ is a Scandinavian retailer renowned for its outlandish clothing concepts that aim to tackle growing concerns of sustainability within the fashion industry.
A few months ago, the label released anΒ entire collectionΒ of sizeless, genderless pieces available online-only as 3D virtual models to be overlaid onto photos. Clothes you can never physically get your hands on, but perfect for those of us βdoing it for the likes.β
Taking another step towards eliminating throwaway culture altogether, Carlings is once again channelling the power of social media. Acknowledging that most of us now live our lives through our screens, theΒ Last StatementΒ t-shirt allows wearers to change its graphics with a single tap.
Basically, when you point your Insta camera at the t-shirt, a design pops up, shifting and moving just as you do. This means you can choose from hundreds of different designs (and counting), without ever needing to buy anything new.
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The feature was created usingΒ Spark AR, the platform responsible for all those stickers and face filters on Facebook and Instagram. Working with both Android and IOS, the t-shirt’s logo functions as a tracking point that can be mapped by your phone to then superimpose a design onto the surface beneath. They can be updated whenever you fancy.
βThis is just the first example of how digital augmentation and alteration will shape tomorrowβs fashion industry,β says Ronny Mikalsen, CEO of Carlings. βCustomisation and personalisation are two of todayβs biggest trends. We are curious about how this technology could allow us to invite our customers into the design process, giving items a digital afterlife post-purchase.β