Swedish circular sportswear brand Houdini is committed to digitizing and connecting all its garments to cloud by 2023. The aim is to transition its entire ecosystem to 100 per cent circular by 2030. With this in view Houdini entered into partnerships with Eon and Ykk. Houdini's digitized One Parka is the first product to feature Ykk’s new Touchlink NFC zipper pull and the first parka to be connected end-to- end by the Eon product cloud.
Eon is a product on cloud platform in fashion retail -- powering the industry’s network for connected products. Eon digitizes physical garments to provide brands the digital backbone to connect directly to customers. Ykk, based in Japan, is known for zippers, plastic hardware, hook and loop fasteners, webbing tapes, and snap and buttons. It has integrated production and supply systems in 72 countries and regions around the world.
Connected garments lower the threshold to circular business models such as resale, rental, subscription, and recycling. They also enable brands to digitize and reinforce their relational business model, distancing further from the transactional customer relationships that have long defined retail. Turning the product into a communications channel connected products open a direct and continuous connection between brands and customers.