Edoc’s gear ‘tells secrets’. Hidden messages and codes are woven into all their clothing and accessories– they hope to break the traditional categories of street/skate/surf and classic fashion with what they call “covert”. This is the first company I’ve seen to unite fashion, technology, music and interactive story telling. When you enter a code on the website found on each piece of clothing it opens a “rabbit hole” with a story about some kind of murder. Go check it out, I was given the code ‘facade’ to check out. Regardless of the storytelling aspect, I found the whole concept and art direction to be pretty great– and some nice looking t-shirts.
