Fashion has been used as a symbol of statement and belief since time began, allowing people to subvert the status quo and proudly demonstrate their stand on the world. Nowhere is this becoming more apparent than with young consumers. Those who are increasingly making their voices heard when it comes to the climate crisis. They are not afraid to stand up and speak out for what they believe in and this is reflected in the clothing choices they make. An antithesis to fast fashion, this generation will have a significant impact on how fashion brands market their products in the years ahead.

The Scandinavian fashion retailer Carlings have launched the first ever augmented reality statement t-shirt, designed for maximum social traction but minimal environmental impact. ‘The Last Statement’ t-shirt created by VIRTUE comes with 20 digital statements during the launch phase, each of which allows the wearer to declare their beliefs in style.

Each t-shirt features a graphic logo that acts as a focus point for a smartphone. Using augmented reality software, the phone superimposes the design of choice onto the shirt, adjusting the image to allow for movement and drapes of the top. The image can then be shared across social; a different t-shirt for every day of the week.

Once bought, wearers can choose from a constantly updating selection of animated statements that reflect daily news and current topics. The shirt can be bought online, with a €10 donation from each sale going to Wateraid.

Ronny Mikalsen, CEO of Carlings believes that engaging with technology is essential for brand survival in the ever-shifting fashion landscape: “Customization and personalization are two of today's biggest trends. We are curious about how this technology could allow us to invite our customers into the design process, giving items a digital afterlife post-purchase.”

The brand, whose primary audience are the urban-minded youth aged between 18 and 25 years old, were the first to launch a digital clothing collection last year, entitled NEO-EX. As the climate crisis only becomes more central to the way consumers choose to live, work and shop, fashion retailers are going to have to change the way they produce. Using technology to change the way shoppers view an item of clothing is a smart way of extending the life of an item.