Eleksen Expands Distribution for Interactive Apparel Devices
United Kingdom–based Eleksen Group plc, which supplies components for interactive clothing such as iPod jackets, has opened its distribution up to the general trade with a new product line that will enable any manufacturer to develop interactive clothing for personal electronic devices.
Eleksen’s new eSystem will roll out for Fall 2008 with products priced as low as $6 each. The products under the eSystem are electro-conductive fabric touch pads that can interface with iPods and other MP3 players as well as other personal electronics.
The sensors are built into clothing such as ski jackets and backpacks, allowing users to plug in a personal electronic device and control it by pushing the built-in sensors. The integration of technologies allows users to conceal their iPods as well as control them more easily.
Eleksen launched in the United States a couple of years ago with a plan of selling exclusively to mostly high-end brands such as ZegnaSport and Spyder Clothing. But now, it has changed its strategy to go mass market and bring iApparel into the mainstream.
The company, which recently set up a new North American office in San Francisco, has hired Joel Bernstein and Tom Krutilek, formerly executive vice president and vice president of sales for Los Angeles–based Kenpo Clothing. Bernstein and Krutilek will soon open an office in Los Angeles. Bernstein was named managing director and Krutilek was named director of marketing.
The positioning coincides with growing popularity among wearable technology, which has mostly been a peripheral business over the past few years. The growing popularity of Apple’s iPod music player and other personal electronics is creating more demand. According to the NPD Group, the interactive- apparel-device business is expected to grow to more than $1 billion over the next two to three years.
“Our goal is to move into the apparel segment in a big way,” said John Collins, vice president of business development and marketing, speaking at the Aug. 27–30 Sourcing at MAGIC show at the MAGIC Marketplace. Collins said he thinks the e-System will catch on with the urban, surf/skate and activewear segments. He showed a range of graphic hoodies in the company’s booth at the Las Vegas Convention Center. At the same time, he said, the eSystem can also work with more traditional garments. Marks & Spencer has developed a line of business suits incorporating Eleksen’s devices.
Down the line, Collins envisions incorporating other devices such as GPS into the fold.
Constructing garments with the devices does not require any additional expertise, said Collins.The sensors are washable and durable.
The eSystem features three new sensors incorporating the company’s new SensorID technology, which allows designers to use any of 16 different six-button layouts in their designs with any eSystem-controlled electronics. This facilitates the transfer of device controllers between enabled garments. For more information, visit www.eleksen.com. —Robert McAllister
