The Arcadia-owned fashion retailer partnered with early stage investor L Marks to launch the boot camp-type platform earlier this summer, challenging start-ups to present wearable tech that’s fashionable, functional and affordable.
At the end of the program, participants had the opportunity to pitch their product to Arcadia chairman Sir Philip Green—and The Crated came up trumps.
Founded in 2013 by Madison Maxey and based out of the Pratt Institute’s Brooklyn Fashion + Design Accelerator, The Crated works on making smart fabrics a reality by applying stretchable and flexible conductive materials to textiles. The company’s core innovation, called InteliTex, features washable, patent-pending technology that can create soft, flexible and comfortable heated blazers for cold winters.
“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,” Maxey told Wareable. “Being part of the Top Pitch program 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.”
Sheena Sauvaire, Topshop’s global marketing and communications director, noted, “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.”
— The Crated (@TheCrated) August 22, 2016
India’s consumer is changing—spending more and spending it differently—and between now and 2025, opportunities will be many for companies that can correctly customize their approaches and offerings.Read more
Applied DNA Sciences is enabling recycled PETs to be fully traced in textile supply chains.Read more
Amazon announced today that it will purchase Souq.com, dubbed by some the “Amazon of the Middle East.”Read more
Asos is supporting African artisans with a new ethical fashion collection.Read more
A struggling J.Crew has tried to keep its intellectual property out of lenders’ reach, but things aren’t looking too good for the preppy purveyor.Read more
In a time when apparel brand and retailers are struggling, companies are leaving money on the table because they don’t truly understand costing.Read more