Norway – The Scandinavian fashion retailer has worked with creative agency Virtue to introduce the world’s first augmented reality (AR) t-shirt.
Following the success of Carlings’ entirely digital clothing collection, the Last Statement T-shirt uses Instagram’s newest target-tracking AR to allow a single physical t-shirt to show animated political statements, which can be shared across social media.
The physical t-shirt features a simple graphic designed to serve as a tracking point for smartphones. When the shirt is photographed using Instagram filters, users can digitally change its appearance on their phones, adding a bold statement or slogan.
‘A statement tee is a way for the voiceless to get their message out there,’ says Roy Mikalsen, CEO of Carlings. ‘And today, social media allows people to amplify that a thousand times. But social media also makes statement tees even more of a one-off purchase. So we worked on how to extend the digital impact of a single t-shirt.’ In this way, the collaboration reflects how Immaterial Fashion could help today’s youth use the digital world to enrich their offline selves.