The latest designer product from Will.i.am’s and Coca-Cola’s recycling-focused brand Ekocycle, is a jacket featuring a camera on the left-hand breast that takes photos as you go about daily life.
The Narrative Jacket, as it’s called, was designed by London-based, emerging menswear brand Ada + Nik. Stocked in Harrods, it is created from a hybrid of Italian lamb nappa leather and a subtle herringbone pattern made from recycled PET (or 15 plastic bottles). It retails for £800 ($1150). “Narrative” refers to the company that supplies the discreet camera on the front. It takes two photos every minute until it hits its 8,000-picture capacity, or you switch it off. You can then share images from an accompanying app.
Creepy connotations aside, the aim is to help consumers document their daily activity without losing the enjoyment of the actual experience. Head over to Forbes to read my full interview with Nik Thakkar from Ada + Nik.