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Eton Shirts pioneers use of CT scanning tech, creating 3D visualisations of garments to aid online sales

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CT scanning shows the workmanship (Image: Eton)
CT scanning shows the workmanship (Image: Eton)

Shirtmaker Eton Shirts has teamed up with tech company So Real to transform a white dress shirt, into a detail-rich 3D rendition that offers a new dimension to product exploration and digital touch and feel. To achieve greater detail than ever, So real used CT scans, a technology used in medical diagnostics.

 

As the first garment ever to be visualised using this technique, customers now have a way to see the level of quality and skill that goes into each Eton shirt. This is especially relevant in a time when going to a store is not always an option. The real Iconic Signature Twill shirt, not a CGI fake, can now be explored with extreme close-ups that showcase the material, design, and the craftmanship.

 

So Real’s use of industrial CT technology allows the digitisation of objects in unparalleled detail both inside and out, thereby creating true “digital twins” of any physical object. The patented scanning and twinning process also allows the precise segmentation and measurement of every component of that object, enabling stunning visualisations, virtual sampling, and the creation of libraries of customisable building blocks for future designs.

CT Scanning sees 'inside' the shirt (Image: Eton)
CT Scanning sees 'inside' the shirt (Image: Eton)

Ian Ravenshaw Bland, Co-Founder, and CEO of So Real explains: “Eton and So Real are cut from the same cloth, the same swatch even. A total commitment to quality is at the core of our DNA and we both love to bring things to life that have never been done before.  This was an incredible opportunity to showcase the true potential of our technology. We’re extremely proud that the first garment ever to be visualised this way was an Eton shirt. The level of detail micro-CT provides lets us zoom in until we’re eye to eyelet - right up to the threads and fibres – as if it was under a microscope.  I can’t wait to put the shirt in VR and fly through a button.  The past year has demonstrated that increasing the supply of digital versions of real-life items is one of the keys to a prospering economy and we’re proud to be together with Eton at the forefront of digital garment innovation.”

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