Beyond.Studio unveils hoodies with physical and digital elements

Tech studio Beyond, known for its expertise in virtual fashion experiences, has introduced a unique fusion of physical and digital elements in their latest offering – three hoodies with a blend of tangible and virtual features. The founder and creative director, David Robustelli, shared on Linkedin that their collaboration with fashion and luxury brands inspired the creation of this inaugural capsule collection.

Beyond.Studio digitally conceived and modified the entire capsule collection, leveraging immersive technologies, custom 3D avatars, and fashion design software. Unlike traditional methods involving physical sampling, the company optimized designs without the need for producing actual garments. This approach allowed them to enhance fit and fabric digitally, eliminating the necessity for physical prototypes.

The physical sweatshirts from the collection will feature a QR code and NFC chip, enabling a unique virtual experience. Activating the chip connects it to Snapchat Lens, incorporating augmented reality (AR) elements onto the real hoodie. The Tech Hoodie’s initial physical iteration, released as a limited edition, includes 100 jumpers for press, influencers, and fashion tech enthusiasts. The subsequent two jumpers are slated for sales in the second quarter of 2024, with pricing yet to be determined.

Snapchat has customized the virtual form of the hoodie to function as a real-time virtual try-on (VTO) and digital marketing collateral. Campaign photos showcasing the virtual hooded jerseys in iconic locations worldwide, such as London’s Tower Bridge and Amsterdam’s Rijksmuseum, highlight the innovative and global reach of Beyond.Studio’s phygital fashion collection.