Topshop announces winner of wearable tech contest

London - Topshop has selected a smart fabric start-up The Crated as winner of its wearable tech programme, Top Pitch in association with corporative innovation specialist L Marks, which was launched to discover and develop start-up businesses that could deliver technology-enabled products to customers globally.

US-based firm The Crated, founded by Madison Maxey, was chosen by the fashion retailer to develop a heated-garment prototype alongside Topshop’s design team, after impressing with their ability to seamlessly integrating electronic circuitry into textiles.

Topshop global marketing and communications director, Sheena Sauvaire, said: "The Crated achieved the balance between style and function. Its focus on textiles to create next generation Smart Clothing using heat technology is simple, with a clear purpose for the consumer.

“Furthermore, it can be easily integrated into Topshop’s design and production process, which is often a challenge for wearable tech products.”

Smart fabric start-up The Crated wins Topshop competition

The Crated founder Madison Maxey added: "We're excited that big, high-street retailers like Topshop are seeing wearables as something that's more than a gimmick, but as a true and useful consumer product sector.

“Being part of the Top Pitch Programme allowed us to understand how Topshop is viewing the smart clothing market and how start-ups like ourselves can create tools and technologies that feed into that view. We're excited to keep building our relationship with Topshop going forward!"

Topshop also mentored two other finalists Luma Legacy and Pins Collective as part of the competition to support the development of their digital accessories. Los Angeles-based Luma Legacy creates charm jewellery through which “memories can be shared”, while Pins Collective has developed a digital badge and an associated app that allows a user to design and wear custom badges. They will both continue to receive further mentoring.

Topshop launched the Top Pitch programme in April to discover and develop start-up firms that can provide “fashion-based wearable tech products”. The competition attracted entries from 25 countries and the three finalists were mentored by a panel that included Topshop fashion director Maddy Evans, fashion journalist Rachel Arthur, and Condé Nast digital strategy director Dolly Jones.

Image: The Crated website