Ballantine’s whisky launches ‘digital shirt’

29th January, 2014 by Lauren Eads

Ballantine’s Scotch whisky has stepped into the tech market by unveiling the world’s first “scrunchable and washable digital t-shirt” allowing wearers to display digital text and animation.

tshirtOS 2.0 launched today in Paris 1The tshirtOS 2.0 was revealed to a global audience at the Pernod Ricard Innovation Day in Paris yesterday with its creators predicting that “wearable technology” will be a key trend in 2014.

The t-shirt features an illuminated LED blank canvas allowing wearers to create their own designs and express their thoughts encouraging wearers to show the world the “true you” – in keeping with the Scotch whisky brand’s slogan “Stay True”.

Created by “wearable technology experts” SWITCH – a San Francisco-based fashion technology company – the t-shirt is accompanied by a mobile app which allows wearers to control the display via their phone.

Peter Moore, global brand director for Ballantine’s, said: “tshirtOS 2.0 represents a truly innovative way for consumers to express themselves and answer Ballantine’s invitation to ‘Stay True’, by literally creating and then wearing an expression of themselves on their chest.

“Wearable technology is going to be one of the key trends of 2014, and we can’t wait to give Ballantine’s fans around the world the chance to see and experience tshirtOS 2.0 for themselves.”

Alison Lewis, Founder of SWITCH and co-creator of tshirtOS 2.0, added: “tshirtOS 2.0 is a whole new way for people to create, share and express themselves through fashion. It’s soft, feels great on and is completely undetectable as technology.

“We are very pleased to be working with Ballantine’s on such a magical and inspirational product.”

Twenty of the shirts have been been manufactured and will be showcased in key Ballantine’s markets around the world in the coming months.

Ballantine’s sells more than 70 million bottles of scotch whisky a year making it the world’s no 2 whisky by volume.

 

 

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Beer Development Specialist

Matthew Clark
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more