A young woman holding her bicycle with one hand and a backpack in the other hand.
NEUE LABS x POC x BACK

Neue offers an end-to-end platform that supports you all the way from idea to production
Neue, a Swedish Fashion Tech company, approached the DTech Lab with an opportunity to  explore advanced digitization of fashion for two leading Swedish Fashion Brands, BACK and POC Sports
Watch the Case
Study Video [CC]
A woman with a shaved head holds the tiny Neue microchip between her teeth.
challenges
Neue developed a new microchip and software platform designed to specifically integrate into fashion and accessories.

Sustainability
The fashion industry is one of the largest polluters in the the world.

New Business Models
The fashion industry follows the same business model since 1970. Neue focuses on new business models in a non digitalized fashion market.
Digitizing Fashion
POC Sports
POC is well known for it’s high end sports apparel and is best known for its helmets. Having recently launched a new product line intended specifically for bicycle commuters they looked to the DTech Lab to create a product that utilized wearable technology to enhance urban bicyclist safety.

In response to this exciting challenge the team developed a backpack that has embedded directional signals and brake lights, which are controlled from a bicyclists mobile phone. The phone maps out a route through the city and utilizes Neue’s microchip to control small vibrating motors on the riders thighs indicating where to turn.
A young woman wearing the backpack while sitting on a bike.
A young woman wearing the backpack while sitting on a bike. The lights on the backpack are illuminating.
At the same time the microchip is controlling the vibrating motors, it also turns on directional signals alerting anyone behind the rider to their intentions. If you stop short the red brake lights will turn on. The user does not have to move his hands off the bike or lose sight of the road as all the communication happens between your phone and backpack automatically.
Ann Sofie Back
Students designed a cutting edge dress, featured at the Harper’s Bazaar ICONS event that explored fashion as a service powered by wearable tech.

The provocative designs were only the starting point for the students to explore how wearable technology creates opportunities to develop new fashion business models.
The Ann Sofie Back dress displaying the illuminating underwire under the model's breasts.
Photo of DTech director Michael Ferraro in a black suit. Next to him is a model wearing the Ann Sofie Back dress at a gala.
The team researched rental economy solutions that utilized the Neue chip to exchange data with the brand. They recognized  that creating a sharing community and collecting data was a new business model approach that promotes sustainability by reducing product yet still allowed brands to be profitable.
A display of the components of the Neue A2 micro chip and wires.
NEUE A2 Chip and Playground
The driver for digitizing fashion will be digital content. Personalization and smart functions create a new and sustainable business for the fashion industry.

Playground helps companies to connect garments, develop content and services, and go to market. It consists of customised hardware packed with sensors, developer software and adapted  end user apps.
TEam MEmbers
FIT Student Participants
Anastasia Edwards-Morel (POC Project)
Audrey Leonard (POC Project)
Caroline Berti (Back Project)
Jean Claude Aramouni (POC Project)
Julia Husch (Back Project)
Karina Ochoa Beltran (POC Project)
Stephanie Zhang (Back Project)

FIT Faculty Participants
Eileen Karp
Prof. Andy Liu
Prof. Leonard Bess

Neue Labs AB Participants
Fredrik Timour
Johan Avoine
Emil Wallin
Hair & Makeup
Janeth Ruiz

Model
Katy Kuang
Karina Ochoa Beltran
Stephanie Zhang

Photographer
April Blum

Videographer
Leroy McLeod (Main Camera)
Julian Catasus y Brueggemann (Selected Scenes)

DTech Video Production
Julian Catasus y Brueggemann