PPB November 2018

Re t a i l - I nsp i r ed S t y l e 18 | NOVEMBER 2018 | INNOVATE Talking Tech The face of fashion is ever-changing. While the latest trends come and go with the seasons, there are even bigger shifts happening behind the seams. New fabrics, eco-friendly dyes, performance technology and printing techniques are constantly evolving to produce more luxurious and longer-lasting clothing. Today, those changes are bringing the latest trends in smart technology and beauty to consumers. Women’s Wear Daily reports that Seismic, a Menlo Park, California-based startup, has launched a line of robotic- infused textiles called Powered Clothing. The garments, which look like a futuristic unitard, use an integrated series of motors to assist the wearer in everyday activities, adding additional strength when lifting items or hiking. “We understood early on that everyone wears clothing, but nobody wears robots,” says Rich Mahoney, CEO and co-founder of Seismic. “We want to bring new functionality to clothing, but maintain that relationship of comfort, functionality and emotion.” While it will be a few years before suppliers are selling battery-assisted polo shirts, other brands are incorporating modern technology in more subtle and useful ways. Tommy Hilfiger announced a range of smart apparel this summer which embeds smart chips into each item. Users can download an app that connects to the clothing, earning points each time they wear the item that can be redeemed for merchandise. This technology can create brand loyalty by rewarding people for repeatedly wearing the same item, increasing exposure for the brand. In the promotional products world, this kind of encouragement can pay huge dividends for brands. This technology can be used to track how often and where an item is worn, providing valuable metrics on brand exposure and the effectiveness of promotional shirts as marketing media. Not all apparel advances are so hard-wired. According to The Hollywood Reporter , the Seattle-based fashion brand Buki has created a proprietary fabric embedded with natural collagen. The garments can impart the benefits of collagen to the wearers, including slowing the aging of skin and easing joint pain, says company co-founder Stacy Bennett. “The fabric is essentially crafted of collagen,” she says. “Body-conscious silhouettes allow skin to absorb the collagen peptides that make it feel softer and plumper in less than a minute.” To create its material, Buki grinds fish scales into a powder that is then turned in fabric. If the idea of wearing fish scales leaves you feeling slimy, there are more basic advancements happening with textiles that may be more appealing. Moisture-wicking and UV-protection may be commonplace now, but they represent real advancements in apparel, and performance brands like Under Armour are continuing to push the envelope on what clothing can do for athletes. As for promotional products today, the biggest changes are happening in construction and material choices. “Something that was 100 percent cotton before may be a tri-blend today,” says John Spivey, marketing manager for Champion. “In recent years, lighter, softer fabrics have been driving the markets.” When talking with customers, focus on how these changes result in more comfortable, more wearable t-shirts and jackets, leading to more wear and loyalty from end-users.