A fashion statement against consumerism
- Hannah Gutkauf
- Global Partner, Head of Emerging Tech
- Send an email
For decades, a t-shirt statement has been an enabler for voicing opinions and a mark of protest. And today, there’s isn’t a single piece of clothing, that makes this simpler than The Last Statement T-shirt.
While fashion may sometimes be a vehicle of protest, the industry is also one of the most polluting industries on the planet.
So, what should the next generation wear, when they would rather re-use than buy new, and when they would still use fashion to voice their opinions?
The iconic digital t-shirt
But what if you would only need to buy one t-shirt, which could then develop into a many different statements? What if you could change your outfit with a simple swipe? If one t-shirt could be a thousand designs?
The Last Statement T-Shirt is exactly that. A piece of clothing for the digital generation, made for protesting.
It is the first ever Instagram-integrated AR t-shirt, a t-shirt that can be re-designed with a simple swipe. It allows politically minded consumers to share new messages on their t-shirts without ever having to buy new t-shirts.
Unique digital t-shirts all from one garment
All accessible via Carlings Instagram profile, allowing the t-shirt to cover a broad range of the most critical issues facing the world.
Featured in over 150 news articles with a readership reach approaching 6 million, the Last Statement T-shirt sparked an important debate about fashion and the role of physical clothes in a digital reality. The first release of 1000 t-shirts was sold out within a month, and these t-shirts on average generated 26 unique statements stories with close to 12000 views on average for each.
Instead of producing 26000 t-shirts with different statements in classic consumerism, this was all done with just a 1000. Showing a more sustainable future, that extends the life of what we wear by amplifying their digital longevity.
The project was developed in collaboration with Virtue.
The GuardKnox XR experience is a bespoke interactive installation specifically designed and created to showcase GuardKnox's groundbreaking technology.