When we think of wearable technology, devices like fitness trackers and smartwatches probably come to mind. However in recent times that has changed as companies are starting to explore smart clothing. Google and Levi’s are such companies who have in the past launched a smart jacket.

Now it looks like fashion brand Tommy Hilfiger has decided to toss their hat into the ring by launching a new lineup of smart clothing called Tommy Jeans Xplore. These are clothing items that will allow users to embed Bluetooth tags into them which will then pair with the company’s mobile app.

However unlike Google’s collaboration with Levi’s where they wanted to create smart clothing to help users manage their notifications, Tommy Hilfiger’s smart clothing seems to be about advertising. Basically the more you wear the company’s smart clothing, you will be able to earn rewards such as gift cards.

Users will also be able to complete missions and challenges, such as finding heart-shaped Tommy-branded icons on the map. Basically it sounds like the brand is trying to turn users into a walking advertisement, or according to the official tagline, to create a “micro-community of brand ambassadors”. Whether or not people will actually take up the company on their offer remains to be seen, but there are a multitude of questions regarding privacy that probably need answering.

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