Global Fashion Technology TrendsWEARABLE TECHNOLOGIES AND STARTUP SCENE IN FASHION TECH

IN COLLABORATION WITH INTESA SANPAOLO INNOVATION CENTER

INDEX

1. Five major global trends in fashion

• Sustainability

• See now – buy now strategies

• The end of the designers’ era

• Omni-channel marketing

• Wearable technologies

2. Global startup scene in Fashion Technology

3. Fashion and Wearable Technology: Case

studies

4. Fashion and Smart Fabrics: Case studies

3. Conclusions

Five Major

Global Trends in

Fashion

1. SUSTAINABILITY

2. SEE NOW – BUY NOW STRATEGIES

3. THE END OF THE DESIGNERS’ ERA

4. OMNI-CHANNEL MARKETING

5. WEARABLE TECHNOLOGIES

1. Sustainability 1/2

All over the world, the sustainable practices are introduced into every

step of the fashion production cycle, be it design, sourcing, production, or

retail.

In sourcing, the manufacturers are looking to increase the traceability of

the raw materials, as well as to use the recycled or organic fibers.

We observe global associations of raw materials manufactures, such as

Cotton Leads, to commit to use the latest technology to produce sustainable

fibre, fully traceable from farm to finished garment.

A number of technologies are being developed to create eco-friendly

fabrics from unconventional materials such as milk, tea, or coffee beans. New

textiles are also created from recycled materials, ranging from fabric itself, to

plastic bags or bottles.

Designers and brands are increasingly applying innovative

manufacturing, dyeing, printing and washing processes to reduce water and

energy usage.

Introduction of innovative dyeing technologies that allow to transfer the

dyes to fabric in a one-step process, results in saving up to 75 gallons of water

and up to 85 percent energy in the dyeing of a pound of fabric, and produces

no harmful by-products.

66% of global respondents are willing to pay more

for sustainable goods

*2015 Nielsen Global Corporate Sustainability Report.

1. Sustainability 2/2

Digital printing, a technology used by a number of prominent

designers, reduces water usage by 95 percent, energy usage of 75

percent, and minimizes textile waste.

3D printing made its way to the fashion world, not only in a form of

pieces of clothing printed with plastic materials, but also as a technology

that allows to print fabric itself.

In online retail, the new digital technologies are able to match

products with customers based on their personal measurements and

preferences. This allows to drastically reduce the rate of returns and hence

the energy used for shipping, and waste.

In order to encourage the brands to apply sustainable practices,

new standards and certificates are introduced. In 2014, Cradle to Cradle

Products Innovation Institute launched Fashion Positive, a certification

program for sustainable fashion brands that will allow them to improve their

visibility on the global arena.

Market data:

Wohlers Report for 2014 forcasted the

worldwide 3D printing industry to grow from

$3.07 billion in revenue in 2013 to $12.8 billion by

2018, and exceed $21 billion in worldwide

revenue by 2020. In 2015, the industry surpassed

$5.1 billion.

Since 2011, more than USD 80 mln was

raised in funding for the startups providing

better fitting solutions for the online platforms.

2. See Now – Buy Now 1/2

For the past several years, designers and retailers have not been

satisfied with the fact that there is a 6 months gap between putting the

designs on the catwalk during the fashion shows and in the shops. The luxury

brands are experiencing fierce competition from the retailers, who are

updating their collections regularly, and have to find ways to bridge this

delay.

The initiative was taken by Burberry who announced that it would skip

the gap and that the new collection was already available in the stores. This

move has been supported by Tom Ford, who announced the “see now-buy

immediately” strategy, Rebecca Minkoff, and, on a lesser scale, by Prada,

Diane von Furstenberg and Monique Lhuillier who are selling a select few

items from the collections just exhibited.

Social media as shopping channel

2. See Now – Buy Now 2/2

One of the reasons cited by the brands is that in the era of social media,

where the shows are live-streamed, and the pictures of the new collections are

immediately uploaded to Instagram, delaying the sales for half a year creates

confusion and misunderstanding with the customers, who cannot be expected

to tie-in with the traditional calendar. So the brands are now putting the focus

of the shows primarily on consumers instead of editors, buyers, or stylists.

Another reason for changing the calendar is that the brands have global

presence and their customers live in different climates. Customers’ demand

has to be satisfied in time, because modern customer does not shop early

anymore, but buys now to wear now.

This trend is backed by the Council of Fashion Designers of America, who

announced that it would work with Boston Consulting Group to re-evaluate the

traditional twice-yearly format of New York Fashion Week, which takes place in

February and September, in order to create an in-depth analysis and road

map for the future of Fashion Week.

This is one of the newest trends on the fashion horizon, clearly reflecting

the strong influence of the social media and customer focus, and it is likely to

continue growing.

PWC Total Retail Survey 2016

3. The End of the Designer’s Era

One of the latest trends on the fashion scene, demonstrating, yet again, the influence of

the social media, is the exit of signature designers from fashion houses. It marks the threshold of a

new era, where the artistic directors are not designers any more, but people whose core

competence is the ability to craft and communicate a strong point-of-view across a number of

channels, encompassing everything from public appearances to the social media.

In the course of just several months we’ve observed Alexander Wang exit Balenciaga,

Alber Elbaz pushed out of Lanvin, and Raf Simons leave Dior.

Unlike in earlier instances where the designers became celebrities thanks to their

overhauling a famous brand (case in point Tom Ford in Gucci), the tendency now is to hire

celebrities who bring along a huge number of followers, although lacking experience in more

traditional areas like design.

An example of such shift may be the recent appointment by Brioni of Justin O’Shea, a

former fashion director (buyer) for the luxury website MyTheresa.com, with no designer training,

to the position of its Creative Director. O’Shea’s appointment was announced on new Brioni

Instagram account.Since relevance is one of the most sought for features by the brands (which also is

reflected in “see now-buy now” trend), O’Shea’s prominent street-style presence and a vast

amount of publicity - 80,000 Instagram followers, along with his retail experience, are deemed to

be a reason for his appointment to a conservative traditional men’s wear brand.

#Brioni is pleased to announce the appointment of Justin O’Shea as new Creative Director. ‘I am deeply honored to undertake this new challenge for such prestigious and celebrated menswear house. It is with great excitement I am looking forward to write a new chapter in the story of Brioni.’ @justinoshea

4. Omni-Channel Marketing 1/2

Retailers continue to realize that they need to connect with users on

multiple channels and touch points simultaneously or even

interchangeably, and will give customers the ability to interact and

complete transactions on their own terms. When a customer wants to view

an item online, purchase it using their phone, and return it by dropping by

the store, he or she will be able to do so in a smooth and seamless way.

Social media continues to heavily influence product decisions, and,

serving as a shopping platform, it grows as a part of the omnichannel mix.

Over the last several years, brands have used social media to market their

products, talk to customers, and even make merchandising decisions; but

in the near future merchants will be adding “selling” to the list of things they

can do on social sites, as has been already done by Facebook, Pinterest,

and Twitter.

Influence of social media on online shopping behaviour

Base: 22,618

PWC Total Retail Survey 2016

4. Omni-Channel Marketing 2/2

Retailers are adopting and experimenting withtech innovations in order to figure out how they canuse them to improve the shopping experience.Technology is being integrated in brick-and-mortarstores. We currently observe the increased use of POS,beacons, augmented reality (from digital fitting roomsto interactive windows displays), wearables, and 3Dprinting.

Use of technology allows the retailers to providemore personalized shopping experience to thecustomers. In order to enhance it even more, retailersare investing in the Big Data solutions. Businesses haverealized that in order to predict shopper’s behaviorand provide truly personalized experiences, theywould need to gather as much information about thebehavior, history, and whereabouts of consumers. BigData enables retailers to implement dynamic pricing,personalized recommendations, shopper-specificdiscounts, and more. Use of mobile/smartphones whilst in-store.

Base: 22,618

PWC Total Retail Survey 2016

4. Wearable Technologies 1/3

The lines between fashion and technology have been blurring for

some time, starting from 2012 when Diane Con Furstenberg sent her models

down the runway wearing Google Glass addition to their wrap dresses.

Although the project did not take off, this event predicted the entrance of

the gadgets into the world of fashion. This entrance hasn’t been smooth and

easy. In her NYT article “Why I’m breaking up with my Apple Watch” in June

2015, writer Vanessa Friedman stated: “No matter how attractive the Apple

Watch is in the context of other smartwatches or smart bands, no matter

how much of an aesthetic advance its rounded corners and rectangular

display, it still looks like a gadget."

This consumers’ need found a lively response from the technology

companies, and gave a rise to one of the two current major tendencies

clearly observed in the field of wearable tech: wearable gadgets take shape

of designer pieces through massive and intensive collaboration of the tech

producers with designer/fashion houses. What we observe is usually a

marriage of an existing hardware, such as health and well being tracking

devices or devices with specific functions (i.e., social media or safety) with a

designer piece of jewellery.

*statista.com

Another prominent, and, possibly, more promising trend is the intensive

research and development of new smart fabrics. Recent advances in

technology have brought together the apparel, technology, and textile

industries to develop new capabilities in fabrics with the potential to change

how the consumers interact with their clothes and other textile products. We

observe different methods of creating such fabrics, that can range from using

chemistry to using computer tech, and different functionalities - from fabrics

that react to the changes in environment to the fabrics created for pure

entertainment.

Global startup scene in wearable technology reflects these two trends,

with new companies all over the world introducing innovative ideas both in the

fields of combining technological devices with fashion products and creating

textile materials of the future.

Market data:

According to Gartner, the largest and

fastest growing category of the wearable tech

market is expected to be smart garments,

which are predicted to grow from 100,000 units

shipped in 2014 to 26 million units shipped in

2016.

4. Wearable Technologies 2/3

4. Wearable Technologies 3/3

Italian Wearable Technology Scene

Distribution of wearable tech companies

across the industries in Italy**

As of beginning of 2016 there were 5.150 innovative startups registered in Italy.*

20% of these companies are located in Piedmont, followed by Sardinia on the second place with

15%. Lombardy, Tuscany, Sicily, Lazio, Friuli Venezia Giulia follow with 10% each.**

Most of these companies are well established, 48% are long time active S.R.Ls, where startups

come close second with 36%.

The reason for such distirbution is thought to be high entry barriers, in terms of heavy investments

needed and lack of competent cross-industrial specialists.

There are, however, single instances of fashion tech projects in Italy, both startups and industry

leaders.

Circle Garage, a startup from Genoa, presented its smart watch HIRIS last year in Consumer

electronic Show in Las Vegas.

Colmar, an apparel production copany has partnered with Directa Plus to create World’s First

Graphene-Enhanced Sportswear.

* aster.it

**wearable.to, wired.it

Wearable Technology and Fashion: Current Trends

TechSmart

Fabrics

After several years since the

introduction of gadgets in people’s

everyday lives, the tech companies

started to look at the fashion

companies in order to help put the

"wear" in wearables.

Fashion

Collaboration between established

tech companies and fashion brands,

fitting existing technologies into

fashionable objects

Independent companies,

research centers, and startups

exploring new ideas and

technologies

and

and

and

Simultaneously, the development of the

technology allows designers to implement

their most futuristic ideas using the smart

fabrics. Their vision is that in the future every

piece of tech, like phones or cameras, is

going to disappear and will be integrated

into the garment, and the consumer will

decide what this garment needs to do.

*techcrunch.com

Global Startup Scene in Fashion Tech:Global Distribution

The technology continues to advance at somewhat an astonishing rate, giving rise to new ideas and the young people who are ready to revolutionize the industry.

Worldwide, from East to West, we can observe a growing number of startups, raising funds to implement the innovative solutions responding to the ever growing demand from the customers for wearable tech.

Global Startup Scene in Fashion Tech

Investment Landscape 1/2

For the last 4 years, more than USD 2

bln were invested in the fashion tech

startups, more than USD 100 mln in

the seed stages and the rest in

venture rounds.

Over the past three years, more than

90% of the startups accepted by the

NY Fashion Tech Lab have been

developing the solutions for the

omni-channel marketing.

*The data in absolute values about the number of active startups, worldwide or per

country, is not published publicly. Angel.co is the only source which provides the

most accurate estimate in terms of ratio of fashion tech startups to the total number

of startups, as compared to other online sources on the topic.

*techcrunch.com

Global Startup Scene in Fashion Tech

Investment Landscape 2/2

Accel Partners is the most active investor in the scene with a portfolio of 9 companies and over USD 250 mlnin investments.

Matrix Partners has the biggest overall amount of investments of more than USD 420 mln.

Most of the investments are made in the e-commerce sector.

Fashion and Wearable Technology:

Case-studies

Collaboration: Ralph Lauren/OMsignal

Features: Ralph Lauren has launched a wearable tech apparel collection,

beginning with a "Polo Tech" shirt that gives biometric feedback to the wearer.

A variety of sensors knitted into garment allow it to measure heart rate (and the

variability thereof), breathing rates, breathing depth, steps and calories burned.

The sensors include an ECG, a breathing sensor and, to clock movement, an

accelerometer and gyroscope. All of that data is recorded in a little black box

attached at the wearer's ribcage and transmitted via Bluetooth to an

accompanying iPhone app. The fabric itself is anti-microbial and moisture-

wicking.

www.ralphlauren.com

Tech

Collaboration: Apple/Hermes

Features: In an attempt to address the critique that Apple has received for the

design of the Apple Watch, the company teamed up with the French luxury

fashion house to produce a range of leather watch bands with a custom digital

face that recalls the Hermes Cape Cod. The reviews have been mildly positive,

stating that the watches are genuinely attractive, looking first like a luxury

watch, and second like a gadget.http://www.apple.com/apple-watch-hermes

Tech

Collaboration: Misfit / Swarovski

Features: Founded in 2011, Misfit Wearables is now a well-established company

initially positioned as a is a hardware company that designs and manufactures

wearable products that utilize sensor technology. Now it is actively

collaborating with fashion houses and designers. One most recent example of

such collaboration is Swarovski activity tracking jewelry.

The Swarovski Activity crystal allows the user to define her personal fitness goal,

track her everyday activities, including running and swimming, check her

activity progress and see stats like steps, calories, and distance on the

smartphone. There is also a social media function that allows the user’s friends

to view each other’s accomplishments and compete.http://misfit.com/products/swarovski-shine

Tech

Collaboration: Open Ceremony/INTEL

Features: The collaboration of the technological giant and a New York based

fashion brand has resulted in creation of the bracelet called MICA ("My

Intelligent Communication Accessory"), which integrates luxury fashion with

technology. The bracelet lets users receive, dismiss, and quick-reply to text

messages, email, and Facebook or Google notifications. Notifications are

received via vibration-based alerts and viewed on a sapphire touchscreen

display through AT&T wireless data service. Features include a curated VIP

contact list and customizable quick replies, eliminating the need to search

through a bottomless handbag or interrupt a meeting or event to address a

mobile device.

www.openingceremony.com

http://www.intel.it/

Tech

Collaboration: Jawbone / BaubleBar

Features: San Francisco based company, the world leader in consumer

technology and wearable devices, Jawbone, entered into collaboration with

the jewelry designer BaubleBar. The BaubleBar team created three styles of

bracelets to fit Jawbone’s Up Move, a device that tracks the user’s activity,

sleep and calories. The bracelets look like watches with a square-shaped face

(to hold the Jawbone wearable) that's accented with studs or crystals.

https://jawbone.com

https://www.baublebar.com

Tech

STELLE AUDIO

Features: The company produces and markets a portable, wirelss, bluetooth

speaker, speakerphone and functional clutch all in one. It offers the best in

sound quality and design. It effortlessly pairs with any Bluetooth-enabled

device, has a built-in speakerphone for hands-free calls, opens to reveal a

mirror, has a pocket for daily essentials, can connect to non-Bluetooth devices

via aux-in jack and if your phone is running out of battery, it can charge any

USB enabled device.

www.stelleaudio.com

Tech

UNDER ARMOUR

Features: The company has released the shoe with the built-in ability to track

the user’s runs. A lightweight, dime-sized chip embedded in the midsole of the

shoes wakes every time the user moves the shoe and senses a run whenever a

person starts moving faster than 11 minutes per mile and begins tracking the

runner using built-in accelerometers that measure the stride dynamics. The

shoes do not require the use of the smartphone, although it is able to transfer all

the stored data to the MapMyRun app (belonging to the company) via

Bluetooth. On the app the user will be able to see the distance, time, and

pace. If not synced with the app, the chip will save up to five runs before

starting to overwrite them.

www.underarmour.com

Tech

Ducere Technologies

Innovative Idea: The Indian startup Ducere Technologies has created the

Lechal sneakers, which insoles the sync with Google Maps and an app to help

the wearer move from one place to another with the help of vibrating alerts in

the wearable device. The vibrations are delivered to the feet from a small

module inside the heel of the shoe. Once you enter your destination onto the

app, you'll get a vibration alert every time you have to turn right or left in your

right or left shoe respectively. Both the insoles and the shoe are connected to

the Smartphone of the wearer via Bluetooth.

Benefits: Easy navigation in unknown places; possibility of group journey, which

allows a group of Lechal users heading to the same destination from different

start-points to link their travel; fitness tracking device. Apart from these features,

it may be used as a navigation tool for people with impaired sight. /www.lechal.com

Tech

Miragii

Innovative Idea: a smart pendant projects a text message or an alert of an

incoming call directly on the user’s hand. If she wants to take the call, she can

insert the Bluetooth earpiece, tucked in the back of the device, in her ear. If she

doesn’t feeling like talking, she can dismiss it with the wave of a hand.

Employing an accompanying app for Android or iOS devices, the wearer can

scroll through text messages or social networking feeds on her hand.

Benefits: it is a perfect accessory for the on-the-go, fashionable woman. Armed

with a tiny projector and a Bluetooth earpiece, it allows the wearer to text and

call without grabbing her smartphone.

www.miragii.com

Tech

OMsignal

Innovative Idea: This Canadian startup has created a family of smart objects

(OM shirt, OM Smart box and OM Smart App) that acts like a personal coach,

making fitness more fun and helping the user to achieve his or her fitness goals

quicker. This technology was used in the Ralph Lauren’s Polo Tech. Apart from

that the company produces the line of its own smart shirts and has just

launched the new smart bra collection.

Benefits: The bra tracks the user’s breathing rhythm, level of fatigue, and

biometric effort and other important criteria. It is made from a blend of

polyester, nylon and elastane. It also serves as an absorbent to pressure, and

reduces stress on the back and shoulders. Mesh panels are integrated on the

front and back of the bra for breathability. The fabrics and meshes are

antimicrobial with sweat-wicking properties to keep you dry.

http://www.omsignal.com

Tech

Hermes Innovation Ltd.

Innovative Idea: SAY device is the first social experience that was specifically

designed for wearables. It incorporates a wearable device into a customized

social network, empowering people to customize the external appearance with

exclusive graphical content of their choice to suit any fad, mood, whim, or

fancy. SAY provides a marketplace for SAY jewelry & accessories to allow

fashionable styles and wear options, and a marketplace for content that can

be downloaded to wear on the Say device.

Benefits: Social Jewelry—a new product line that features designer state-of-the-

art branded wearable devices, along with the added value of engaging

customers via content and messaging within a branded social community

www.saynecklace.com

Tech

SIREN

Innovative idea: New York city based company, SIREN has created a powerful

new category of protective accessories for women, discreetly equipped with a

directional 114+ dB alarm that activates instantly during an emergency. Their

patented modular technology offers consumers an effective, appealing, and

universal resource for effortless wearable security.

Benefits: By concealing miniature patented technology—which, when

activated, emits a shockingly loud alarm—inside jewelry, SIREN empowers

women by providing them with the critical seconds needed to startle,

overwhelm and deter an assailant, and potentially prevent the escalation of an

attack.http://sirenring.com

Tech

CAEDEN

Innovative idea: New York based Caeden created a bracelet that unlike other

activity trackers, focuses on overall well being instead of weight loss or steps.

Sona bracelet monitors subtle changes in heart rate to let the user know when

he or she feels stressed. Then the companion app walks the user through a

designed breathing exercise and meditation program called Resonance to

help you him or her down

Benefits: the bracelet helps users improve mind and body wellness through

activity tracking, being a fashionable accessory that would fit a casual outfit as

well as a cocktail dress.

www.caeden.com

Tech

Leaf Wearables

Innovative Idea: An Indian startup has come up with an idea of SAFER, a smart

safety wearable device that triggers an alarm and sends signals to pre-

identified phone numbers in the event of an emergency.

Benefits: If the user presses their SAFER twice, an alert with the location will be

sent to their respective guardians. A notable feature of SAFER’s app is

SaferWalk, which enables the user to plug in their starting point and destination

if they feel the route is unsafe. The users’ pre-designated individuals can monitor

the map and virtually accompany them until the user has reached their desired

destination, from which point live tracking can be disabled.

www.leafwearables.com

Tech

HIRIS

Innovative Idea: An Italian startup has invented HIRIS, a smartwatch that

allows wearers to control their connected home devices using various gestures

like wrist turning and clapping, as well as many other things like fitness and 3D

tracking.

Benefits: From monitoring one’s heart rate, temperature and fitness

performance to enabling the user to control almost any connected device,

HIRIS is said to be the only wearable computer that brings style and infinite

functionality together as one. As an example of the home automation control,

users can set the watch to turn on a connected light by clapping a few times,

then to turn brighter or dimmer when one's wrist is turned. This same gesture-

based control can be used to turn up music volume and more.https://gethiris.com/

Tech

Fashion and Smart Fabrics:

Case-studies

Collaboration: Google / Levi Strauss

Features: In the Project Jacquard the two companies collaborate on

making clothing from specially woven fabric with touch-screen

control capabilities, which is done by weaving conductive threads

into fabric. Conductivity can be limited to desired parts of fabric or

spread across entire cloth. Conductive yarn is connected to tiny

circuits, no bigger than jacket buttons, with miniaturized electronics

that can use algorithms to recognize touches or swipes.Anything

involving fabric, from suits or dresses to furniture or carpet, could

potentially have computer touch-pad style control capabilities

woven. The data can be sent wirelessly to smartphones or other

devices, enabling actions such as making phone calls or sending

messages with brushes of fabric.

https://www.google.com/atap/project-jacquard/

Smart Fabrics

Collaboration: Colmar / Directa Plus

Features: the new line of clothing launched by Colmar incorporates

graphene, an innovative nanotech material derived from graphite,

using the technology of Directa Plus. Key characteristic of these

clothes is their ability to act as a filter between the body and the

external environment, always ensuring the ideal temperature for the

wearer. The warmth produced by the human body is dispersed in

warm climates and preserved and distributed evenly in cold

climates. In addition, because the fabrics treated with Graphene Plus

are electrostatic and bacteriostatic, they are able to reduce the

friction with air and water to enable top sporting performance.

http://directa-plus.com

Smart Fabrics

Fraunhofer ISC

Features: A novel material developed by Fraunhofer ISC enables

movement measuring sensors to be printed onto textiles. These

sensors were incorporated into a prototype shirt called MONI, which

features a number of functions but is foremost designed to monitor

movement sequences. Since sensor-embedded textile solutions are

more challenging and also more expensive, function usually

overrides appearance. The new materials developed by Fraunhofer

ISC aim to offer a cost-efficient alternative with the extra benefit of

more adjustable appearance options. Thanks to its transparency and

flexibility, the new sensor material offers freedom of design in colour

and form for textiles and garments. As the sensors are much thinner

than a human hair and applicable in whatever form, the wearer will

hardly notice them embedded in a garment, according to the

manufacturer. Smart textiles like this could be employed in health

care or assisted living.

http://www.isc.fraunhofer.de/

Smart Fabrics

XelfleX

Features: Xelflex is a new wearable technology designed by

Cambridge Consultants where the garment itself becomes an active

motion sensor. Xelflex uses bend-sensitive fiber-optic that are stitched

inside the clothing to provide intelligent feedback for athletes

without encumbering them with bulking electronics.

Until now smart fabrics have had multiple electronic sensors, making

them bulky and sensitive to moisture. Xelflex's fiber-optic thread is

robust enough for use in sportswear, with only a small, credit card-

sized, electronics pack being the only other component.

This technology can have a lot of applications, from fitness and sports

coaching to physiotherapy, motion capture for gaming and virtual

reality applications.http://www.cambridgeconsultants.com

Smart Fabrics

CuteCurcuit

Features: CuteCircuit is a UK based company launched in 2004, that

has become an Internationally-known fashion house. A global leader

in interactive fashion, CuteCircuit has introduced many ground-

breaking ideas to the fashion world by integrating new beauty and

functionality through the use of smart textiles and micro-electronics.

One of the examples of such pioneering ideas was the famous Twitter

dress worn by Nicole Scherzinger for her performance at EE 4G

launch in 2012. The dress included the latest CuteCircuit Magic

Fabric with MicroLEDs that created extraordinary animations and

received Tweets in real time from Nicole’s fans using the

#tweetthedress hashtag while she was on the red carpet during the

live stream.

http://cutecircuit.com

Smart Fabrics

Rainbow Winters

Features: Rainbow Winters gives the 'wow' factor to the entertainment, fashion

and advertising industries with interactive wearable design, creating a touch-

sense-sound multisensory experience. Rainbow Winters has a radically different

approach fusing the cutting edge of science with the high-art of fashion to

create visually stunning pieces especially made for music videos, rock-concerts,

award-ceremonies, advertisements, magazine editorial and red-carpet events.

The company creates fabrics and pieces of clothing that react to water, sun,

motion, or sound by changing colour and shape.

http://www.rainbowwinters.com

Smart Fabrics

Ying Gao

Features: This Canadian designer created (NO)WHERE (NOW)HERE

interactive dresses using super organza, photoluminescent thread,

PVDF, and embedded eye tracking technology. The dresses respond

to an observer's gaze by activating tiny motors to move parts of the

dresses in mesmerising patterns. One dress is covered in tendrils of

photo-luminescent thread that dangle from ruched fabric. On the

other, glow-in-the-dark threads form a base layer with fabric cut into

ribbons loosely bunched over the top.

http://yinggao.ca

Smart Fabrics

NeuroCouture

Features: the company created a projection-mapped parka hooked up to

consumer-grade EEG devices. A nearby computer is programmed to detect

certain brainwave patterns, then translate them into an animated GIF—which is

then projected onto the parka as a sort of living animated texture.

NeuroCouture combines projection-mapping and brainwave detection to let

people clothe themselves in their favorite animated files.

www.neurocouture.com

Smart Fabrics

Karma Chameleon

Features: The XSlabs in Canada is developing a collection of interactive

electronic garments constructed out of a new generation of composite fibers

that are able to harness power directly from the human body, store that

energy, and then use it to change their own visual properties. These animated

garments will change color and illuminate on the body in response to physical

movement. The core technical innovation involves shifting this functionality

entirely within the fiber itself. While still in the research phase, the technology

can have multiple applications. It can be used as a portable energy source to

charge cell phones and other electronics. The yarn could be incorporated into

military uniforms to lighten a load of equipment that includes batteries and

wires. It could even be used to warm the wearer, or to change and control the

physical shape of the garment. http://www.xslabs.net/karma-chameleon/site/home.php

Smart Fabrics

Wearable Experiments

Features: Wearable Experiments is an Australian based startup that specialises

in the unique combination of hardware, software and apparel design. The

company has invested in the research and developed prototypes with custom

circuit boards, haptic feedback, integrated GPS and washable electronics.

One example of such product is the Alert Shirt, which merges hardware,

software and apparel design for a seamlessly integrated experience. With the

shirt, these three elements are woven together with real-time sports data, which

is transmitted via a smartphone app to the electronics within the jersey. The

Alert Shirt then converts the data into powerful sensations that simulate live

sports action for the observers who might be scattered around the world but

share the experience.

http://wearableexperiments.com/

Smart Fabrics

ODO Denim

Features: The ODO line, features denim jeans that come in a range of styles

and a white cotton T-shirt. The garments have two self-cleaning properties.

Silver fibres woven into the cotton fabric help combat odours, and a coating

on the surface of the fabric helps repel liquid. The ODO garments are also

coated with a patent-pending material called NanoSphere, which is protein-

based. Each individual yarn is treated and the surface is made irregular by

bonding microscopic nano particles. These particles create a barrier between

liquids and the denim.

http://www.ododenim.com/

Smart Fabrics

VTT

Features: VTT Technical Research Centre of Finland Ltd., a leading research

and technology company in the Nordic countries, has developed a new

technology that takes care of the thermal, moisture and flow-technical

behaviour of smart clothing. It is based on the Human Thermal Model

calculation tool developed by VTT, enabling the calculation of a person's

individual thermal sensation from the prevailing conditions. The technology can

lead to clothes with the ability to automatically adjust temperature according

to the wearer's actual needs. It can also be applied extensively even in

demanding conditions, such as hospitals, nursing homes, and different

consumer groups such as police officers, firemen, soldiers, outdoor workers,

athletes and small babies.www.vttresearch.com

Smart Fabrics

Switch Embassy

Innovative Idea: Switch Embassy is a wearable technology startup in San

Francisco that creates clothing controlled by the wearer via a mobile phone

application. It is done through the illuminated e-textile hardware to software

platform. The images, text and content on the garments are dynamically

changing. This is made possible with the core technology of a mobile controlled

washable and wearable luxurious display that is completely undetectable as

technology.

Benefits: elegant mobile controlled clothing and fabric accessories that

change pattern, imagery, and colors, and are instantly customizable to

person’s outfit, mood, or social feed.

http://switchembassy.com

Smart Fabrics

Wearable Solar

Innovative idea: The Netherlands based company, Wearable Solar, has

created a coat and a dress made of wool and leather, which produce energy

through their integrated solar cells. The coat incorporates 48 rigid solar cells and

the dress has 72 flexible solar cells. When worn in full sun for two hours, both

garments can generate enough energy to allow a typical smartphone to be

100% charged. The solar cell compartments can be opened and revealed to

the sun when needed and folded back when they are not being used.

Benefits: Wearable Solar is a sustainable answer to the increasing demand for

energy and connectivity, while also anticipating the vastly expanding wearable

technology market

http://wearablesolar.nl

Smart Fabrics

UNSEEN

Innovative idea: UNSEEN is a UK based startup that with the use of chemistry

creates fabrics that change colours based on the environment and in response

to touch, heat, light, wind and air pressure. Basis of the technology lies within

scientific compounds and material. The company concepts up scenarios that it

wants the surfaces to respond to and then codes the chemicals to achieve it.

Benefits: The technology used aims to bring a physical manifestation to digital

data. The implications can be manyfold and the process can be used in many

industries outside fashion - healthcare, entertainment, or even aircraft building.

http://seetheunseen.co.uk

Smart Fabrics

Dropel Fabrics

Innovative idea: Dropel Fabrics, based in New York, is the world’s first

hydrophobic (water and stain repellent) ingredient brand. The company infuses

cotton fibers with a patented nanotechnology process to invent water, stain,

and odor repellent fabrics. Its proprietary process maintains the softness and

breathability of the natural fabrics but is enhanced with the protective

properties polyester, without feeling like cardboard.

Benefits: Using process innovation and material science, Dropel Fabric is

creating a new generation of innovative textiles and wearable technology that

can help eliminate stains forever.

www.dropelfabrics.com

Smart Fabrics

Voormi

Innovative idea: Voormi's "Core Construction" is a new production process that

allows the Colorado-based startup to weave a technical membrane straight

into the fabric of a one-layer item of clothing. It’s being called the first major

progress in waterproof, breathable fabrics since the advent of Gore-Tex 46

years ago.

Benefits: Core Construction is adept at deflecting snow and wind, is warm

enough to wear all day on a ski hill, and fits and feels like a sweatshirt. Other

applications might include creating a lightweight body armour, or

improvements in the apparel worn by troops to protect against chemical and

biological threats.

http://voormi.com

Smart Fabrics

CONCLUSIONS

Conclusions: Wearable Technology

The merging of wearable technologies with fashion has taken two different routes.

The producers of various kinds of tracking devices or smart gadgets were looking to add value to their products by making

them appealing for the fashion-loving customers. These devices have different functionalities, from fitness trackers to social

media adaptive gadgets to entertainment to safety buttons; the feature that is common across all functionalities is that the

devices are being integrated into fashionable accessories, such as rings, necklaces and bracelets. The public acceptance

comes with varied success, where some brands are more successful than the others in making their customers fall in love with

their smart fashionable objects. However, judging by the startup scene in this field, such projects remain quite attractive to

the investors.

The forward thinking designers and manufacturers prefer another way of marrying fashion with technology - through research,

experimentation and creation of smart fabrics. Here, the possibilities are innumerable, as the development of the technology

will provide new ways and ideas to create the fabrics that will have the same and even better functionality that the gadgets

are able to provide today. There is a lot of research and development going on globally on this subject; we see the

established brands actively exploring this field and expect it to grow in the near future.

Conclusions: Current Trends in Fashion Industry

Although the fashion industry has previously been relatively slow to embrace technology compared to many others industries, the impact that

the technology is beginning to have for the future of fashion is immense. The next generation of fashion leaders is changing the way technology

and fashion works together to create a more sustainable future.

Relevance and staying up to date makes the fashion houses change not only their supply chain practices, but also their marketing and human

resources strategies. The brands are trying to keep up with the acceleration of their consumers’ lives, influenced heavily by social media.

More and more fashion brands implement the innovative processes within their supply chain, in order to save resources, reduce waste, and stay

socially responsible. The industry develops new standards and certifications to encourage this environmentally responsible behavior.

Fashion houses are shifting the production cycle in order for the customers to be able to buy the current collections straight from the catwalk.

Major fashion houses are parting ways with their signature designers in order to bring in the people who are able to communicate the brand

message through different channels, as opposed to through the product itself.

Retailers are pursuing every possible way to contact and interact with their customers through the most touchpoints possible, both offline and

online, by exploring and implementing innovative technologies.

There is a shift from merging wearable gadgets and fashion objects to researching and experimenting with the technology embedded into the

fabrics and textiles.

Study carried out exclusively for Intesa Sanpaolo Innovation Center

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