Soak, Wash, Spin. Solve?

Playing ARGs using online clues and interpersonal meetups is cool. But wearing an ARG is even cooler. At least that’s the premise behind EDOC, a new clothing company that promises the shirt will not only say something about your style, but also tells you a story.

“How do they do it?” You say? Then you realize you’re talking to your computer again. But, for the ease of understanding, I’ll explain:

You go to the store and buy an EDOC article of clothing (or “Laundry” as the hip kids call it), and embedded into the shirt’s skater designs are clues and puzzles that when solved and entered into a secret area of the EDOC website, will reveal further information related to the game’s story.

While not much is known about the project, Wired Magazine has mentioned in it’s article (in the upcoming December issue) that Elan Lee was behind the design. So is this a 4orty-2wo Entertainment gig? Is this an Elan Lee solo project? Will people buy clothes with a secret? Will we see a “Help Find Tommy Hilfiger and win $50,000” contest in the future? (We hope not.) Only time will tell. The project looks interesting, though, and what better gear to save AIs from the future in, than a shirt that is, in itself, an ARG?