Best & Less as partnered with apparel group, Hotsprings to launch a digitally enhanced clothing line across its store network.

With emerging trends in digital technology, the new range, dubbed 4D Threads, sees garments spring to life through the lens of a smartphone application available to download via google play or the app store.

“At Hotsprings we have identified that augmented reality has become a fascination across many consumer markets; major companies like Apple, Nintendo and Sony are now using this technology to sell their products,” said Tempe Biven, sales manager, Hotsprings.

The company’s fashion portfolio includes brands Mambo, P.E Nation, Cooper St and Flinders Lane. “Combining innovation and clothing with the objective to post via social media, was an opportunity to launch a fun and exciting product at an affordable price,” said Biven.

The digital clothing range includes 12 styles across boys, girls, women’s and men’s, sleep, outer and underwear.

Biven also said Best & Less was the right partner based on its demographic and family-wide appeal.  “With Best & Less, the 4D Threads range will be accessible to consumers nationwide, and that incredible reach is integral to our brand,” she said.

See the digital fashion range in the video below:

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