Home / Front Page/ Hela Clothing launches pioneering augmented reality T-shirt and game for Tesco

Hela Clothing launches pioneering augmented reality T-shirt and game for Tesco

Comments / {{hitsCtrl.values.hits}} Views / Wednesday, 29 November 2017 00:00


Helavation, the innovation arm of leading Sri Lankan-based global apparel manufacturer, Hela Clothing, yesterday announced the launch of its first augmented reality enabled clothing for children. The collaboration between Hela and British retailer, Tesco, is due to hit stores this December. 

Commenting on this innovative use of technology, Hela Clothing CIO Nissanga Warnapura said: “After months of development we’re thrilled to be launching this product for Tesco F&F. We see augmented reality and virtual reality as exciting trends for the future and have been building our expertise in these areas over the past year in order to make the technology more accessible to our customers. The Zero Gravity app will be a disruptor to the apparel space, by creating the first interactive gaming experience for children that is activated exclusively through clothing.”

Helavation, which launched in 2015, is a Hela Clothing-owned innovation centre. Helavation specialises in providing data-driven solutions ranging from incremental value addition all the way to disruptive blue sky innovations. 

Having built its own augmented reality program, with a dedicated team of engineers and developers, it is now positioning itself as a leader in AR technology for apparel. 

Combined with Hela’s own world-class manufacturing capability, across its facilities in Sri Lanka, Kenya and Ethiopia, the company will now not only manufacture garments but will also provide an end-to-end technology solution, in the form of AR and a mobile game, to their customers. 

Helavation’s very first AR product launch will be for the space-themed Zero Gravity t-shirt, which has been custom developed for Tesco. The British multinational retailer is leading the way by developing and testing new technologies for the apparel space and has previously launched similar products under its homeware brand. AR technology is one of the hottest technology trends, which is set to generate $83 billion over the next three years, and is yet to be fully explored in the clothing space. 

“This demonstrates that not only is Hela Clothing one of the world’s leading garment manufacturers but is now a key partner for multinational retailers’ technology needs,” said Hela Clothing Executive Director Dominic McVey.

The Zero Gravity T-shirt, which caters to boys aged seven to 12, is available to purchase online or in Tesco stores this Christmas. Once the T-shirt has been purchased, buyers will be able to download the Zero Gravity app that will let them explore the t-shirt print, through augmented reality. 

Whilst AR in clothing is not new, the pioneering feature of the Zero Gravity app is that it unlocks an exclusive astronaut game. Players will only be able to access the game if their t-shirt is close at hand, creating an additional level of interactivity and excitement to the classic t-shirt. 

Helavation is an innovation centre based in Sri Lanka and a proud subsidiary of Hela Clothing; one of the most respected apparel manufacturing companies in the region. It is a product of years of experience in the clothing industry, matched with a highly-driven team of innovative minds who strive to elevate customer’s expectations of what is possible with technology. At its core, it aims aim to add value to its existing customers whilst also venturing into the infinite possibilities of the wearable tech space, to deliver products that are out of this world.

Hela is a $200 million company focused on apparel manufacturing, design and innovation. It is headquartered in Sri Lanka and has a reach of 12 factories across four countries. Its strength is its people and with a team of over 15,000 across the globe it spearheads the industry in ethical and sustainable working environments. It works with leading brands in the US and Europe and provides design to delivery solutions in the intimate, sleep and casual wear product range.

Share This Article

Facebook Twitter


1. All comments will be moderated by the Daily FT Web Editor.

2. Comments that are abusive, obscene, incendiary, defamatory or irrelevant will not be published.

3. We may remove hyperlinks within comments.

4. Kindly use a genuine email ID and provide your name.

5. Spamming the comments section under different user names may result in being blacklisted.


Today's Columnists

Why are Sri Lankan passports so bad?

Wednesday, 24 July 2019

My children have two different passports, making them a sort of case study in the stupidity and ultimate cruelty of passports. My daughter has a white passport, so no visas required. My son has a brown passport and he has to prove that he’s not try

Concept of Free Zones and their economic importance

Wednesday, 24 July 2019

With the growth of cross broader international trade, economic liberalisation and relocation of manufacturing facilities to economical location in search of competitive advantages, the concept of Free Zones was born. Free Zones include varieties of F

Howard at the PIM

Wednesday, 24 July 2019

A number of very important people called to thank me for inviting them to the very popular presentation by Dr. Howard Nicholas. It was held on 18 July at the Postgraduate Institute of Management (PIM) auditorium. The title of the presentation was ‘

“Sri Lanka’s future lies in producing exportable manufactured goods”: Dr. Howard Nicholas

Monday, 22 July 2019

Drawing lessons from Vietnam’s experiences The Sri Lanka-born economist attached to The Hague based Institute of Social Studies – Dr. Howard Nicholas – addressing a packed audience consisting of the alumni of the Postgraduate Institute of Manag

Columnists More