Balenciaga Launches Clothing Line with Exclusive Song Access

In a first for the fashion industry, the brand uses a digital product passport to offer exclusive access to a song by trip-hop group Archive.

Balenciaga has launched a new line of hoodies and sweatshirts that come with an exclusive song, 'Patterns', by trip-hop group Archive, accessible via a near-field communication chip on the garment.
The song and a playlist can only be accessed by scanning the garment, marking a new step for connected clothing and a first for Balenciaga.
The technology is provided by Eon, a software-as-a-service company that gives physical goods digital identities.
The T-shirts and hoodies, which start at $750 and go up to $1,250, are available as a limited edition drop via Balenciaga's website and select stores.
This is the first time a brand has used a digital product passport (DPP) to offer exclusive access to a song, and Balenciaga plans to extend the technology to other products and features.