If anyone ever asks who picks my clothing, I’ll usually answer “anyone other than me, and probably my wife”. Tech is my thing, and fashion just, well, isn’t, but what if a machine could ask your brain what it wanted?

That’s the general idea Japanese fashion brand Uniqlo is trying with a device that has been setup in Sydney’s Uniqlo store.

Consisting of a large TV on its side, a chair, a wearable brain scanner, and some computing power, Uniqlo has built what appears to be the first combination of neuroscience and fashion, relying on a small test and your brain to help work out what you should spend your cash on.

“Clothing is one of our greatest forms of expression” said Tracey Lang, Marketing Director for Uniqlo in Australia, adding that “every day we express our mood through what we wear. We’re excited to be the first retail brand in Australia to experiment with this kind of technology and enable a new shopping experience for our customers.”

So how does it work?


Image by Jason Murray

The concept — called “UMood” by Uniqlo — has been built by a Japanese company, Dentsu Science Jam, and relies on a brainwave tracking gadget that you wear over your head with a small clip that gets attached to your ear.


Image by Jason Murray