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A Ukrainian clothing brand has hit the runway with a range of semi-digital clothing that can be ‘upgraded’ with AR

08 September 2021 - 19:50 By Margaryta Chornokondratenko

At first sight it looks like an ordinary T-shirt or hoodie, but once a smartphone camera is pointed at it, virtual 3D animation is visible.

Ukrainian family run brand FINCH combined creative forces with a local IT company to design a collection of semi-digital clothing - real items that can be “upgraded” with augmented reality (AR) and exist in real and digital worlds...

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