Tommy Hilfiger's latest collection uses tech to track how often you wear it

Is this the future of fashion?
Tommy Hilfiger
Sabrina Carder30 July 2018

Ever wondered how many times you've worn a certain item in your wardrobe? Well, now you can actually find out.

Tommy Hilfiger recently revealed its new collection, Tommy Jeans XPLORE, which uses smart technology to track the items you're wearing through an app.

The 23-piece collection is made up of men's, women's and unisex designs, where each hoodie, jacket or jeans comes complete with a smart Bluetooth chip from Awear Solutions.

"Awear Solutions introduces a smart tag technology that enables fashion brands to discover, engage and even mobilise their consumers and reward them for being their real brand ambassadors," says the software company's website.

"Through a fashion frequent flyer program consumers are incentivized to wear specific products in order to unlock VIP experiences, perks and promotions in real-time, while the brand gets post-sale analytics on product usage."

"Perks, what kind of perks?" We hear you ask.

Hilfiger will be offering concert tickets, seats to a fashion show, gift cards and much more to those who get good wear out of their garms. A good incentive to rep some Tommy H in your wardrobe.

In return, Hilfiger will be getting real-time market intelligence on what consumers are actually wearing, as well as being able to use the personalised information to create tailored promotions for consumers.

Slightly creeped out by the apparel version of Find My Phone? For those who just want a new hoodie without the invasion of privacy, you can turn off the tracking.

All the looks from the Tommy Hilfiger Spring 2018 show in Milan

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Even so, the wearable tech line, which is currently only available in the US, takes the merging of technology and fashion to a new controversial level. On the plus, loyal customers will be able to be rewarded for simply wearing their beloved Hilfiger items but, on the down side, a Hilfiger app will be able to track your every move.

Could this be the future of fashion? Only time will tell.

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