On a mission to lower the environmental impact of fast fashion, Scandinavian fashion retailer Carlings has created the world's first augmented reality T-shirt.
Designed to work via Instagram, the tee features a graphic logo which, when picked up by the technology behind IG’s face filters, can digitally superimpose different designs onto the T-shirt.
New designs are set to appear through the social network regularly, allowing users to share their seemingly-new statement tees without giving into the perils of fast fashion.
The T-shirts are available on the Carlings website from today (6 December), and 25% of each purchase will be donated to Wateraid. It was art directed by Dimitri de Paiva.