Fans rush for 'mobile-compatible' new England kit

England football fans will from today be able to buy their national team's new away kit – which can interact with their mobile phones. The new Umbro strip contains a Japanese-developed QR code which can be read by mobiles and allows owners to access a special WAP internet site.

New Fashion Concept: Analogue meets Digital

Through the integration of so called qr or mobile codes emma cott picks up a Japanese trend and combines the latest progress in technology with classical couture. Therefore, the label enables the wearer to communicate attitude and emotion through a mysterious kind of way and offers a whole new possibility of self portrayal.

Keep your shirt on

England’s rich heritage is married with revolutionary technology by incorporating a QR (Quick Read) code into the shirt’s label. This effectively serves to bring the shirt to life, enabling fans to access a unique QR website.

Upon photographing the code with their mobile phones, fans will be taken to the website where they can obtain exclusive content about UMBRO and England.