Woman walking using mobile phone

Author and journalist Bruce Sterling reportedly once asked: “Why can’t I Google my shoes when I can’t find them?” Well Bruce, now you can. Not just any pair either, but your exact pair.

Some 10 billion products in the apparel, accessories and footwear market are currently being individually digitally connected, and the ability to locate items is just one of the benefits that will surface from the deal.

This “switching on” of the fashion industry is the outcome of a partnership between Avery Dennison, a global leader in branding, labeling and RFID solutions, and Internet of Things platform EVRYTHNG. Over the next three years, it will see brands at both ends of the market (Avery already works with the likes of Hugo Boss, Nike and Marks & Spencer) introducing products with unique digital identities and data profiles in the cloud from the point of manufacturing.

So what does that actually mean? Head over to Forbes to get the lowdown on why this is important for the industry and what impact it will have on consumers.