Hot on the heels of its connected jacket that unlocked access to exclusive local experiences, New York menswear brand Rochambeau has introduced a “Thinking Cap” to make wearers smarter wherever they go.
Unveiled as part of its collection for the International Woolmark Prize Final in Paris today, the concept piece is once again a collaboration between the designers, Internet of Things platform EVRYTHNG, apparel branding solutions Avery Dennison’s Retail Branding and Information Solutions (RBIS) division and hybrid retail/media company The New Stand.
It also follows the announcement in 2016 of EVRYTHNG and RBIS’s #BornDigital concept, which aims to digitise 10 billion items of clothing and accessories over the next three years, as well as ties to the much wider trend for the Internet of Things and connected consumer products.
The hat incorporates NFC and QR code labels hidden inside that pull-up content on a mobile web page when scanned. What’s surfaced depends on factors like time of day, as well as location – all of it has been designed for major cultural centres and destination cities including New York, Paris, London and Tokyo.