Tommy Hilfiger’s new clothing features in-built tracking devices

The future of wearable tech.

Tommy Hilfiger’s come up with a new use for wearable tech, and we’re pretty sure people will have feelings about it.

With the aim to create a micro-community of ambassadors, the brand’s unveiled Tommy Jeans Xplore, a collection that features a Bluetooth smart-chip embedded into each piece.

Each chip tracks how often the garment is being worn, delivering the data in real-time to an iOS Tommy Jeans Xplore app. Consumers score points for how often they’re wearing the piece, as well as for using the app. Points can then be traded in for rewards, like fashion show tickets, a visit to the Tommy Archives, access to brand events, product discounts, charity donations and even concert tickets (thanks to a partnership with Live Nation).

The collection offers 23 pieces in men’s, women’s and unisex designs, including hoodies, backpacks, hats and more. At this stage, it’s only available in the US.

“We’ve always been at the forefront of digital innovation, using technology to deliver what are customers are looking for – unique experiences and instant gratification,” said Hilfiger in a statement. “Tommy Jeans Xplore is the next evolution of our vision, reaching consumers where they are and inviting them to be a part of the brand experience.”

tommy.com