The world of 3D augmented reality now allows for a see-how-it-looks, virtual try-on experience in sneaker shopping of custom-made shoes.
Technology for 3D, 2D, augmented reality and virtual reality isn’t new, but it continues to evolve. Different versions of testing technology have been used in fashion before. Google has been using AI to allow consumers at Anthropologie and H&M test out women’s tops. One more recent AI option from Google Labs is the Doppl app that let’s one try on apparel virtually. What’s new at Hockerty is that the brand is using the virtual technology in footwear.
Hockerty’s augmented reality virtual fitting feature allows customers to see how their sneakers will look before placement of an order, and it can be done using a mobile device.
Using their smartphone, consumers first create their sneakers by picking and choosing materials, colors and styes. The seven styles include four for low-top sneakers and three for running shoes. For business, one can opt for a sneaker version of the wingtip, choosing from ten calf leather color options. Other materials include six in suede and ten fabric options. Customers also can opt to include laser engraving or perforated initials.
Once the selections are done, all customers need to do is point their phone’s camera at their feet, click on the “virtual fitting” tab, and augmented reality takes over to show how the shoes will look when worn.
Hockerty says its “unique 3D configurator” doesn’t require any additional download of applications. “The technology automatically recognizes the position of your feet and superimposes a 3D representation of your personalized sneakers,” the company said.
The ten-year-old Hockerty line began with made-to-measure clothing that has served over 300,000 customers. The company has over 60 employees in Zurich, Barcelona and Shanghai. The brand’s tailors work in Shanghai, and its sneakers are made in Toledo, Spain. The company said its sneakers benefit from the expertise of Almansa, a region known for its shoe-making. The company also has a women’s apparel and shoe line under the label Sumissura.
“This allows them to offer affordable prices and establishes the brand as a pioneer in ethical fashion,” Hockerty said.
“Around the world, customers are looking for durable, high-quality options at affordable prices,” Salva Jovells, a company representative, said. “Hockerty’s made-to-measure clothing and footwear meet these requirements perfectly. When you create unique clothes or shoes that reflect your personality, you don’t want to trade them in for the next season’s latest trend. Instead, you want to wear them for years to come.”
A look at the soles used in custom-made Hockerty men’s sneakers. Courtesy: Hockerty