This scarf may be no match for Harry Potter’s invisibility cloak, but it can still make you blend into the darkness in the face of unwanted flash photography.
Ishu, a London-based company, uses anti-flash technology in its scarves, phone cases, hats and more. Entrepreneur and creator Saif Siddiqui said the purpose of his "disruptive tech" is to "give people the right back to privacy."
Here's the way it works: When lit with flash or bright light, the camera exposes for the brightest parts of the photo, in this case, the reflective material, making the rest of the photo significantly darker.
It took the Ishu team about six years to develop the technology before it finally launched consumable products in 2016. The scarves are priced at around $390 and hoodies at around $250.
Understandably, the products are helpful for celebrities since they have to deal with unwanted flash photography a lot more often than normal people do. Among the public figures Ishu calls its ambassadors are Paris Hilton, Jay Z, Hannah Simone, Nick and Joe Jonas, and Trevor Noah.
On the company's website, it promises to "continually innovate and provide technology inspired apparel to improve the way society lives today." Next on the horizon? Solar energy-based clothing collection. We'll definitely be on the lookout for that.
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