[nijynot]

But why not buy a single smart watch and keep your clothes normal? I mean, it's seems redundant to make every single piece have similar tech functionality when you can have one watch that works with all clothes. If you choose to have different tech in different clothes, I don't see why you don't want to combine everything into a watch. Though there are edge cases where you can want to split it up. But then your customer base gets much smaller.

[Brakenshire]

In this case, it's possible you would actually wear one jacket whenever you were cycling, and the gestures might only be useful for that application. A cycling jacket also probably needs to be water and wind resistant, breathe well, and include reflective panels. The latter at least seems to be included in this design. The idea of clothing engineered to a particular purpose is a good one, in my opinion. For instance to use woven retroreflective material (which reflects back bright light, but looks normal in ordinary conditions) in a casual jacket you would use whenever you were cycling, but could also as a general purpose jacket, rather than having to carry around and put on a lot of separate and unwieldy reflective gear.

However, it does need to use a standard api for communication between the snap tag, phone and jacket, and use a standard physical connector. I'm not going to spend $350 for a jacket that can only be used with one company's proprietary technology, and which has to be replaced when the next generation snap tag / dongle comes out.

[anindha]

Interacting with your clothing is more convenient than interacting with a smart watch in many situations. If one day it costs $0.50 to add, why not add it to every jacket that is made?