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Fashion brand 4D Threads launches with AR hook

Australian apparel group Hotsprings is betting on augmented reality (AR) to boost the profile of its newest brand, 4D Threads.

The brand has a range of 12 styles across boys, girls, women’s and men’s, sleep, outer and underwear featuring designs that spring to life when viewed through the companion mobile app.

After downloading the app via Google Play or the App Store, consumers can open the camera on their mobile device to see hidden AR designs appear on 4D Threads products.

“At Hotsprings we have identified that augmented reality has become a fascination across many consumer markets; major companies like Apple, Nintendo and Sony are now using this technology to sell their products,” Tempe Biven, sales manager at Hotsprings, said. “Combining innovation and clothing with the objective to post via social media, was an opportunity to launch a fun and exciting product at an affordable price.”

The Hotsprings apparel group, which includes brands Mambo, P.E. Nation, Cooper St and Flinders Lane, chose  Best & Less as the exclusive nation-wide stockist for its newest brand.

“We chose to launch the 4D Threads range exclusively with Best & Less, as their demographic and family-wide appeal reflects the 4D Threads consumer. With Best & Less, the 4D Threads range will be accessible to consumers nationwide, and that incredible reach is integral to our brand,” Biven said.

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