Balenciaga is giving its clothes their own exclusive soundtrack

In a new step for connected clothing, Balenciaga's latest line of hoodies and sweatshirts are equipped with an exclusive song. People who scan an NFC chip on the product gain access to a new song from trip-hop group, Archive. The song can't be shared as the link is encrypted – it can only be heard by scanning the garment. This is the first time that Balenciaga has worked with EON, and the first time a brand has used Digital Product Passports to offer access to an exclusive song.

Digital IDs can give brands a whole new insight into how and when a customer is wearing – and scanning – its products. Many brands are sharing behind-the-scenes content or discounts for future purchases. For luxury, Digital Product Passports are supporting product authentication and storing information about the materials, construction and traceability, as well as recording events such as repairs.