October 27, 2016
An exclusive run of connected jackets combines personalized product, content, and retail experiences to demonstrate the potential of IoT-powered #BornDigital clothing
LONDON, NEW YORK, AND SAN FRANCISCO – Avery Dennison Retail Branding and Information Solutions (RBIS), a division of Fortune 500® packaging materials leader Avery Dennison, and IoT Smart Products Platform pioneer EVRYTHNG, today announce a cutting-edge collaboration with New York fashion brand Rochambeau to produce an exclusive Fall/Winter run of ‘BRIGHT BMBR’ connected jackets powered by Avery Dennison’s Janela™ platform and EVRYTHNG’s intelligent IoT cloud. The #BornDigital garments offer consumers exclusive dining, art, retail and fashion experiences.
These smart garments feature one-of-a-kind digital experiences designed as part of the physical product, and will be demonstrated at Decoded Fashion NYC, November 1-2 2016. The retail launch will follow in early December, via its exclusive retail partner The New Stand, a New York-based next-generation experiential retail store that delivers new physical and digital experiences, combining products, media, brands, and commerce. The ‘BRIGHT BMBR’ smart product experience can be previewed at http://brightbmbr.nyc.
Rochambeau, a recent CFDA/Vogue Fashion Fund finalist, has produced 15 individually numbered, connected jackets, each capable of unlocking a hand-picked selection of unique New York City restaurant, gallery, club, retail and fashion experiences. Rochambeau was also selected by Anna Wintour to take part in New York Fashion Week and is a Menswear Woolmark 2016 award winner.
The left sleeve of the smart jacket features a hidden zipper pocket containing a limited-edition label with a custom NFC chip and personalized QR code. Consumers can use their smartphones to connect with these smart tags and access the curated experiences and gifts that come with their ‘BRIGHT BMBR.’
Triggered by a smartphone, each garment, offers a VIP pass to a highly sought-after, exclusive event, hand-picked by Rochambeau’s founders, such as a tasting menu for two at Toro restaurant, a personal tour at New Release gallery, or velvet rope entry to the most exclusive nightclubs like Never Never, regardless of how long the line is.
Each ‘BRIGHT BMBR’ also comes with personalized gifts that can be collected by using a phone to scan the garment when the consumer is wearing the jacket within 500 yards of any of The New Stand’s three retail outlets, located at New York’s Union Square station, Brookfield Place, and Columbus Circle. The garments also unlock other unique content, including a signed, numbered piece of artwork inspired by the jacket and an individual ‘making of’ video.
Finally, at the end of the Fall/Winter season, each smart jacket turns into a New York Fashion Week ticket to Rochambeau’s 2017 runway show, where the wearer can experience the brand’s new Spring/Summer collection.
The collaboration with rising fashion brand Rochambeau is part of the #BornDigital relationship announced by Avery Dennison and EVRYTHNG earlier this year. Avery Dennison’s world-class hardware and manufacturing capabilities, combined with EVRYTHNG’s digital product identity and data management platform, enables apparel and footwear brands to digitize their products at the point of manufacture with software identities and data profiles in the cloud.
Andy Hobsbawm, CMO and co-founder at EVRYTHNG, commented: “Every forward-thinking fashion brand and retailer is working out how to combine physical stores with digital media and services, all powered by intelligent data platforms to personalize the experience of buying and owning products. This highly innovative, physical-digital partnership adds cloud software capabilities to physical apparel to show how it’s done.”
Deon Stander, vice president and general manager of Avery Dennison’s RBIS division, said: “Avery Dennison works with leaders in the apparel and footwear industry worldwide, and we are always looking to work with the next generation of global fashion brands. We are delighted to collaborate with Rochambeau and demonstrate how adding digital identities to garments creates a valuable, new channel for consumer engagement to support our retail brand customers.”
Laurence Chandler, founder of Rochambeau, said: “We started Rochambeau as an outlet for creative expression and artistic collaboration. We can’t think of a more amazing way to do this than to create beautiful garments with culture and connectivity stitched into the very fabric of the item. We’re excited about designing more Rochambeau products which are born digital."
Lex Kendall, co-founder and COO of The New Stand added: “As a brand that reinvents product and retail experiences, we’re thrilled to be part of this co-operation between Avery Dennison, a leader in apparel materials technology, EVRYTHNG’s pioneering IoT Smart Products cloud, and Rochambeau’s award-winning fashion designs.These companies individually and collectively are helping to create a new future for the way products are being developed, sold and enjoyed by consumers.”
To learn more about Avery Dennison’s Janela™ platform, powered by EVRYTHNG’s IoT Smart Products cloud, visit averydennison.com/janela orevrythng.com/borndigital and follow the conversation at #JanelaBornDigital.