The biggest observation from Benjamin Males, CEO and co-founder of new fashion and technology brand TwentyFour15, which launched at London Fashion Week this past weekend, is that no one asked how it worked.
“It was a room full of Gen Z consumers, and they all just accepted it existed,” he explains. “This new generation don’t see sci-fi as sci-fi, they see it as a prototype for the future. This consumer we’re going after – they’re not technologically insecure, and the launch proved that – they’ve grown up in a world with ubiquitous internet and smart devices; they have this tech in their DNA.”
TwentyFour15 is a line of app-connected, fibre optic, colour-changing apparel. Males refers to is as a “fashion brand for the digital generation with technology in its DNA”, but what it’s also about is wearable tech moving beyond fitness devices and into popular culture by way of a youth-focused streetwear brand.
In a literal sense, that means t-shirts, a backpack and a bomber jacket (to start with) that are connected via bluetooth to an app that controls the LED lights otherwise embedded in them. Initially, the functionality is kept simple – there’s a colour wheel to shift the shade of the lights and a music feature that lets the user sync them so they also animate to the beat.
The potential longer-term, however, is much wider. The key here is that TwentyFour15 is powered by XO, the agency behind well-known wearable technology feats of the past including Lady Gaga’s flying dress and Richard Nicoll’s light-up Tinkerbell dress.
Head over to Forbes to read more about exactly what this new brand is hoping to achieve and how its streetwear approach is in line with a Silicon Valley hardware company.