psfkUNFILTERED: Site founder Piers Fawkes sports an affordable, dapper ensemble that was measured and purchased over video conferencing

Last week in the psfk:UNFILTERED series, our Editorial team tested New Yorkers’ reactions to trying on the Apple Watch using virtual reality. The digital ‘fitting room’ experience is simulated using a PDF cut out that syncs up with an accompanying app, allowing a user to see how the goods might look on their wrist. Our results found that people were amused by the novelty of augmented reality, but wanted to weigh in on variables of physicality.

Such experiments prove the importance of sensation, or how an accessory or piece of clothing might form to our body shape. It speaks to the need for technology to enhance rather than hinder our confidence in a potential purchase. At the least, a brand must virtually instill in us enough trust to follow through to checkout without any face-to-face interaction.

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