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Outfits develop secret codes offering clues & clinging clientele

17
Oct '06
In an unusual approach, edoc laundry is using clothes as an entertainment medium and creating a clothing line with rock music themes. Clothes will be embedded with hidden messages that unlock episodes of video story on the web.

The clothing is the brainchild of Elan Lee, a former Microsoft video game designer who teamed up with fashion designer Shane Small and toy company executive Dawne Weisman to create edoc laundry, based in Bellevue, Washington, last year.

Company sells hats, T-shirts, hoodies and other apparel at various skateboarding shops and alternative clothing retailers.

Customers are expected to examine the graphics in the clothes for a hidden message and on receiving an extra clue by checking another message printed on the inside of the shirt guide them to decoding the hidden message where upon they can enter a code on the company's website to unlock a video.

Each piece of clothing uses vivid imagery, makes references to a variety of topics such as Greek myths and has secret codes that are all clues to an elaborate story.

Elan is still the lead designer at 42 Entertainment, but he started edoc laundry to focus on the fashion idea. He hopes the attention will help edoc stand out from other small fashion designers.


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