If Only…Clothes were digital
Says Jens Grefen of Interbrand
Major parts of our life are already digitalised. There is nearly no product without a screen of some kind, even if it's just a coffee machine or a simple cooking pot. We can produce paper-thin and bendable screens; we can create circuit boards printed on paper. What if we were able to produce digital fabrics that behave the same way as a normal fabric but at the same time act like a display? Powered by body heat, these wearable screens would be able to show anything we wanted at any time.
Our clothes could have safety features on demand, such as automatic turn signals for bikers, emergency signalling in case of an accident, or just light up in the dark for better visibility. As soon as you hop off your bike or get out of your car you just 'switch' from casual to tuxedo, so you'll blend right into the gala crowd. The shirt you picked this morning feels wrong? Just tweak it to your wish. Wetsuits could adapt to the surrounding and protect surfers and divers. A wearer wants a brand's logo bigger or smaller? Just change it.
An accompanying app lets you choose the styles; the content can be provided by fashion designers, brands, or even yourself via an in-app purchase. Easy to design, easy to produce, sustainable, and fully customisable.
Sounds like the future of clothing to me, in a world where brands move at the speed of light and have to adapt in an instant to cater to the crowd in the most personal way.
Jens Grefen is creative director at Interbrand. Based in Cologne and responsible for the creative development in the German market, when he is not working to bring brands to life through memorable experiences he writes, makes music, and enjoys a good read. He has been with Interbrand for some 11 years. He created the 'if only...' digital fabrics vision with the Cologne team.
Interbrand is a leading brand consultancy, with a network of 31 offices in 27 countries. Since 1974, Interbrand's combination of strategy, creativity and technology has delivered fresh ideas and insights, deep brand intelligence, clear business opportunities, and compelling brand experiences.
