Australian retail chain Jay Jays has joined forces with global brand management company BAM to launch a new line of apparel featuring HB3 Technology.
The HoodieBuddie Jay Jays range, which will initially include two menswear styles in four colourways, will incorporate HB3 Technology into its design via a standard headphone jack in the front pocket which plugs into headphone-compatible devices, such as an mp3 player, iPod or iPhone.
Product will retail from $49.95 and the styles will be distributed at 226 Jay Jays stores across Australia, New Zealand and South Africa.
Developed by Los-Angeles-based clothing company Jerry Leigh, HB3 Technology comprises machine washable headphones and MP3 player connectivity designed specifically to be built into apparel. The technology allows wearers to plug compatible electronic devices into their garment, eliminating the need for additional accessories such as headphones.
As reported exclusively in the print edition of Ragtrader last year [December 3, 2010], sportswear retailer Russell Athletic was the first Australian label to roll out product with HB3 Technology in the country. The brand released four hoodie styles in four colours via Rebel Sport stores nationally in April this year.
The Jay Jays deal, brokered by BAM Brands, the appointed brand manager for HB3 Technology in Australia, New Zealand and South Africa, is part of a larger worldwide roll-out which has so far seen the shipment of 6.5 million units worldwide. Current distribution includes the US, Canada, Mexico and Japan and launches in the UK, China and Brazil will occur later this year.
BAM Brands director Justin Watson said the campaign represents a revolutionary step for apparel technology in the region.
“This deal symbolises a new era in which we’re seeing apparel adapting to consumers’ use of technology,” he said.
The Jay Jays line launch will also include a joint promotion with Shock Records, where free music downloads will be offered with any JayJays HoodieBuddie with HB3 technology purchase. Music available for download includes tracks from eight artists: Attack! Attack!, We Are The Ocean, The Blackout, An Horse, Heroes For Hire, Fenech-Soler, British India and Loon Lake. The roll-out will also include a significant online component with an integrated web and social media campaign.