Third Wave Fashion // JANUARY 2014 // THE CONTENT + COMMERCE ISSUE

NO MORE STAINS What if you dropped your coﬀee on your favorite shirt, and instead of leaving a stain it just rolled oﬀ? at scenario is very real now with SILIC, a hydrophobic tshirt that repels almost everything. According to developers, the shirt stands out from other shirts with similar technology in SILIC’s ability to maintain its hydrophobic qualities up to 80 washes (that’s a few years in geek time). PSFK A CONNECTED WORKOUT Fitness and health tracking shirts seem to be the hot topic going into 2014, but FitnessSHIRT has put a new spin on it. Paired with the MENTORbike, the German system relays data collected from the shirt to a smartphone which controls the training levels of the bike. With the shirt monitoring factors like heart rate and breathing, the bike responds to the exerciser’s energy levels to determine the intensity of the workout. PSFK PUTTING PERSONAL BACK INTO SHOPPING Using a mixture of “human stylists and intelligent algorithms”, read is making the move to bring the personal experience back to personal stylists. Acknowledging that people love to look their best and admitting that personal styling isn’t scalable without technology, the London-based startup is focused on creating a free personal styling service for the average consumer. Essentially, a profile is created by rating certain looks, and the service also provides a free try-on option for customers interested in items over $80. BUSINESS OF FASHION BABY WEARABLES Yes, that’s right, wearable tech for the youngest children. It isn’t a fitness device to track babies working out, but Sproutling is designed to help new parents find a routine that works best for them and their new child. Like a Fitbit that tracks infant sleeping habits and skin temperature, the device will provide insight to the data collected by sending push notifications to the parents updating them with suggestions to help create fuller nights of sleep and more consistent daily routines. FAST COMPANY // 8

Third Wave Fashion // JANUARY 2014 // THE CONTENT + COMMERCE ISSUE | Page 10