Carlings Enhances AR Offering

MILAN--Norway-based retailer Carlings, which released its first digital clothing collection in 2018, will unveil a new virtual clothing project in the next three weeks.
According to Ronny Mikalsen, the company’s CEO, Carlings will unfurl a new product that uploads physical clothing into a digital space, with Snapchat-like filtering features.
“We are taking artificial reality technology into physical garments, using the same filter technology that you use when you are making fun faces on Snapchat. It's the same technology that tells the camera where your ears are, where your nose is, and where your mouth is,” Miklalsen said, adding that the company has made a T-shirt that will tell the camera exactly where your arms are, where your body is, and in that way we can create prints on the T-shirt.
The company, rooted in the denim and music world, sold out of its first 3D collection of 19 genderless ensembles that were priced between €10 and €30. For the collection, Carlings outsourced the technology to a company in Copenhagen, though at the moment it is currently training staff on how to create a 3D collection in-house, from the pattern making to the design process.
"At the moment, we are training all the designers in 3D design because we know that this will be part of the industry. If you go a couple years back, it was not a topic ... and I'd say 5 years from now every design will be made in 3D," he added.
Carlings made 120 million euros in revenue in 2018.
Speaking at the e-P Summit in Milan on Wednesday, Miklasen said that he sees 3D collections as the future, and also as a sustainable solution for the world, currently inundated with excess clothing trash. The digital clothing industry, currently driven by a legion of social media-obsesssed millennials, are expected to drive those sales, and has the potential to represent one percent of the total fashion market share at $25 billion. Fortnite, the top money making free-to-play game, reportedly made an estimated $2.4 billion in 2018.
“If people are willing to pay up to EUR3 billion for an avatar, then why not spend that money on themselves?”

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