The first ever garment with its price pegged to the Nasdaq Index, The Index Shirt is where the worlds of fashion and finance collide.
In a global recession, premium men’s shirt brand Eton wanted to expand into a market where barely anyone knew their name: New York City.
But how do you sell white shirts to Wall Street types with wardrobes filled with only white shirts when the market is bleeding? By turning the economic downturn into an opportunity.
Data from the Index Shirt site was fed into an ad display system showing customers how the shirt's price fluctuated in real-time.
