Prices start from $348 for a pair of shorts so the product isn’t cheap, however, the nation’s top sports performance institutes are paying Athos for technology like this that provides invaluable data for squeezing out extra drops of performance from the world’s top-performing athletes. Their t-shirt, shorts, and leggings send data to an app on your smartphone which analyzes performance as seen in the below screenshots. Athosįounded in 2012, Silicon Valley startup Athos has raised $51 million in funding to develop athletic equipment with muscle tracking sensors installed. We’ve talked before about how sports technology is big business, so in this article, we’ll be examining 11 startups innovating in the field of smart clothing and accessories for athletes. Nanofabrics are created using nanotechnology to give materials new properties ( remember Bolt Threads?) while smart fabrics use embedded digital technology. There seem to be two main technological directions which textile manufacturers are taking: nanofabrics and smart fabrics (called connected or e-fabrics as well). Textiles are an early step in the apparel value chain where disruptive technology can easily enter the equation and have maximum impact. If your shirt can’t tell everyone on Facebook how much you exercised today, just what good is it? Trends show consumers are looking for a connected experience, not only in the actual purchasing process, but also in the product as well. The 2018 edition of State of Fashion, a joint annual report from McKinsey and The Business of Fashion, lists digitization, AI ( remember our AI in fashion article?), “startup thinking”, and the Asians as themes that will shape fashion this year.
This is a large enough industry to provide ample opportunities for disruption at multiple stages of the value chain. This means that if the fashion industry was a country, it would rank #10 in terms of GDP globally, even above the UK. While market size estimates are largely as useless as some of the MBAs that produce them, there seems to be a general consensus that the global apparel market is worth about $3 trillion.
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