London – Topshop has selected a smart fabric start-up The Crated as winner of its
wearable tech programme, Top Pitch in association with corporative
innovation specialist L Marks, which was launched to discover and develop
start-up businesses that could deliver technology-enabled products to
customers globally.
US-based firm The Crated, founded by Madison Maxey, was chosen by the
fashion retailer to develop a heated-garment prototype alongside Topshop’s
design team, after impressing with their ability to seamlessly integrating
electronic circuitry into textiles.
Topshop global marketing and communications director, Sheena Sauvaire,
said: “The Crated achieved the balance between style and function. Its
focus on textiles to create next generation Smart Clothing using heat
technology is simple, with a clear purpose for the consumer.
“Furthermore, it can be easily integrated into Topshop’s design and
production process, which is often a challenge for wearable tech
products.”
The Crated founder Madison Maxey added: “We’re excited that big,
high-street retailers like Topshop are seeing wearables as something that’s
more than a gimmick, but as a true and useful consumer product sector.
“Being part of the Top Pitch Programme allowed us to understand how
Topshop is viewing the smart clothing market and how start-ups like
ourselves can create tools and technologies that feed into that view. We’re
excited to keep building our relationship with Topshop going forward!”
Topshop also mentored two other finalists Luma Legacy and Pins
Collective as part of the competition to support the development of their
digital accessories. Los Angeles-based Luma Legacy creates charm jewellery
through which “memories can be shared”, while Pins Collective has developed
a digital badge and an associated app that allows a user to design and wear
custom badges. They will both continue to receive further mentoring.
Topshop launched the Top Pitch programme in April to discover and
develop start-up firms that can provide “fashion-based wearable tech
products”. The competition attracted entries from 25 countries and the
three finalists were mentored by a panel that included Topshop fashion
director Maddy Evans, fashion journalist Rachel Arthur, and Condé Nast
digital strategy director Dolly Jones.
Image: The Crated website