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If you happen to notice a small crowd developing outside Polo Ralph Lauren's Fifth Avenue flagship today, they're not staring at the super-hot greeters (okay, some of them may be). It's because, right now, hologram boxers are duking it out inside the window.
WWD reports that the storefront installation is to promote the equally futuristic Polo Tech shirt, a wearable tech item that uses your iPhone to "put real-time workout data in the palm of your hand." While the shirt is now selling for $295, watching the windows is free—and they could soon be the first of many.
"In a few weeks you can see a fashion show happening holographically in front of you, not a video," David Lauren, executive VP of global marketing, told the publication. "Our goal is to have some fun and to make shopping exciting. We want to make people dream again."