In the age of coronavirus, we all have to resist the urge to touch our faces. It’s how the virus can travel from doorknobs or other objects to your mucus membranes and get you sick. Luckily, a startup called Slightly Robot had already developed a wristband to stop another type of harmful touching — trichotillomania, a disorder that compels people to pull out their hair.

So over the last week, Slightly Robot redesigned their wearable as the Immutouch, a wristband that vibrates if you touch your face. Its accelerometer senses your hand movement 10 times per second. Based on calibrations the Immutouch takes when you set it up, it then buzzes when you touch or come close to touching your eyes, nose, or mouth. A companion app helps you track your progress as you try to keep your dirty mitts down.

The goal is to develop a Pavlovian response whereby when you get the urge to touch your face, you don’t in order to avoid the buzzing sensation. Your brain internalizes the negative feedback of the vibration, training you with aversive conditioning to ignore the desire to scratch yourself.

“A problem the size of COVID-19 requires everyone to do their part, large or small,” says Slightly Robot co-founder Matthew Toles. “The three of us happened to be uniquely well equipped to tackle this one task and felt it was our duty to at least try.”

The Immutouch wristbands go on sale today for $50 each and they’re ready for immediate shipping. You can wear it on your dominant hand that you’re more likely to touch your face with, or get one for each arm to maximize the deterrent.

“We’re not looking to make money on this. We are selling each unit nearly at cost, accounting for cost of materials, fabrication, assembly, and handling” co-founder Justin Ith insists. Unlike a venture-backed startup beholden to generating returns for investors, Slightly Robot was funded through a small grant from the University of Washington in 2016 and bootstrapped since.

Slightly Robot and Immutouch co-founders (from left): Joseph Toles, Justin Ith, and Matthew Toles

“We built Immutouch because we knew we could do it quickly, therefore we had the obligation to. We all live in Seattle and we see our communities reacting to this outbreak with deep concern and fear” Slightly Robot co-founder Justin Ith tells me. “My father has an autoimmune disease that requires him to take immunosuppressant medication. Being in his late 60’s with a compromised immune system, I’m trying my best to keep the communities around him and my family clean and safe.”

How to calibrate the Immutouch wristband

Based on a study using wearable warning devices to deter sufferers of trichotillomania from ripping out their hair, Immutouch could potentially be effective. University Of Michigan researchers found the vibrations reduced long and short-term hair pulling. Ith admits you have to actually heed the warnings and not itch to instill the right habit, and it doesn’t work while you’re lying down. The Immutouch stops short of electrically shocking you like the older gadget called Pavlok that’s designed to help people quit smoking or opening Facebook.

Perhaps smartwatch makers like Apple could develop cheap or free apps to let users train themselves using hardware they already own. But until then, Ith hopes that Immutouch can gain some initial traction so “we can order larger quantities, reduce the price, and make it more accessible.”

Modern technologies like Twitter for rapidly sharing information could encourage people to take the right cautionary measures like 20-second handwashing to slow the spread of coronavirus. But having phones we constantly touch — before, during, and after we use the restroom — and then press against our faces could create a vector for infection absent from pandemics of past centuries. That’s why everyone needs to do their part to smooth out the spike of sickness so our health systems aren’t overrun.

Ith concludes, “Outbreaks like this remind us how we each individually affect the broader community and have a responsibility to not be carriers.” 

There’s an emerging body of research suggesting that electrical stimulation applied to the brain can help improve memory and cognitive function.

A recent study conducted by researchers from Boston University this year found that 70 year-old participants in a clinical trial performed certain memory tasks as well as 20 year-olds after exposure to mild electrical neurostimulation. The results were published in April in the scientific journal Nature Neuroscience, and reported by Science Daily.

Now Humm, a graduate of the Berkeley Skylab accelerator program, has raised $2.6 million to commercialize its own product, which draws from years of research into the effects of electrical stimulation on the brain.

The company actually conducted its own study with the University of California at Berkeley. Published earlier this year the report said that of the 40 participants in the study who were given Humm’s wearable patches, all saw their performance on certain specific memory tests improve roughly 20% above the placebo or control group. It was an improvement approximately 120 times greater than the natural learning effect of the control group in the study, the company said.

Simply put, the electrical stimulation boosts brainwaves and enhances what neuroscientists call working memory, which determines the amount of information a person can retain at one time. The patch sends out a small electric pulse that triggers neurons to resonate together at a similar frequency. By prompting the more neurons to fire in concert, it primes more of the brain to process information.

Humm is one of several startups that are developing neuro-stimulation wearables for all kinds of applications. Halo Neuroscience has a wearable for improving athletic performance; Kernel and Flow Neuroscience are examining the technology’s ability to treat depression; BrainCo is another company looking to improve learning through neurostimulation; while Neuros Medical is using the technology to treat chronic pain.

According to the company, this seed financing will be used to scale production of the company’s first product, which was launched in August.

“As software and biology continue to be on a collision course, new technology paradigms will emerge that will unleash creativity and empower scientists, clinicians and engineers to read, edit and write biology – including key human functions,” said Ciarán O’Leary, General Partner at Blueyard Capital, which led the most recent investment into the company. “Humm’s technology improves the performance of the human mind and has the potential to expand healthspan for millions of people.”

The initial market for the company’s products are middle-aged, middle-class consumers looking to learn a new skill or language, according to the company’s chief executive and co-founder, Iain McIntyre.

“Using the patch is as easy as sticking on a band-aid — nothing bulky or awkward. In a 15-minute session, our clinical trial shows a 20 percent improvement in working memory capacity [against placebo] within the first three minutes of wearing a patch, that then lasts for more than an hour afterwards,” McIntyre said. “In our testing with hundreds of early access users this year we’ve seen people doing exciting things with that boost, like accelerating the speed they can learn a language or remembering more of what they read.”

At $5 per-patch, the company’s pitch is that it costs about as much as a fancy cup of coffee, and has better results for stimulating productivity.

Users just slap a Humm strip onto their forehead and leave it on for about thirty minutes. McIntyre recommends using the patch no more than twice a day.

Early access for the device is currently closed (after the Air Force reportedly put in an order for 10,000 of the devices to trial them), but the company is setting up a waitlist for folks looking to try it out. The company expects its device to be commercially available by the third quarter of next year.

Who could have guessed an adorable, big-eyed baby Star Wars alien would have generated a ton of demand for toys? Apparently not Disney, which today started to sell merchandise based on The Child from new Disney+ show The Mandalorian, commonly known as “Baby Yoda”. The shirts, bags, mugs, and phone cases all feel…forced, like Disney rushed to print them on CafePress.

“The laziest merch ever” one TechCrunch staffer said. “If only there was 40 years of Star Wars Merchandise as a precedent. They would sell ten billion yoda beanie babies” quipped another. The lack of a plush doll, baby clothes, chew-safe rubber toys for tots and dogs, or original artwork indicate Disney was so busy getting its streaming service off the ground that it didn’t realize it already had a mascot. Yoda backpacks have been a hit for decades. Where’s the Yoda baby bjorn chest pack?

Just because the little green bundle of joy isn’t technically ‘Baby Yoda’, since The Mandalorian is set after the real Yoda’s death in Return Of The Jedi, doesn’t mean Disney isn’t exploiting the term for SEO. “He may look like a ‘Baby Yoda,’ but this lovable creature is referred to as ‘The Child'” Disney notes on all the product pages.

The Disney entertainment empire has suffered these failures to predict demand before. Frozen 1 merchandise sold out everywhere as tykes around the world screamed “Let It Go”. And Guardians Of The Galaxy 2’s Baby Groot also saw demand outstrip supply until Disney started sticking the tiny tree on everything. Hopefully it won’t be long until we can get a magnetic The Child shoulder buddy so he can ride around with us like we’re his Bobasitter.

No one’s going to pay $380 for decent point-of-view video glasses and some trippy filters. But that’s kind of the point of Snapchat Spectacles 3. They’re merely a stepping stone towards true augmented reality eyewear — a public hardware beta for the Snap Lab R&D team that Apple and Facebook aren’t getting as they tinker in their bunkers.

Still, I hoped for something that could at least unlock the talents of forward-thinking video creators. Yet the unpredictable and uncontrollable AR effects sadly fail to make use of Spectacles‘ fashionable form factor in premium steel. The clunky software requires clips be uploaded for processing and then re-downloaded before you can apply the 10 starter effects like a rainbow landscape filter or a shimmering fantasy falcon. This all makes producing AR content a chore instead of a joy for something only briefly novel.

Spectacles 3 go on sale today for $380 in black ‘Carbon’ or rose gold-ish ‘Mineral’ color schemes on Spectacles.com, Neiman Marcus, and Ron Robinson in the UK, shipping in a week. Announced in August, they’re sunglasses with two stereoscopic lenses capable of capturing depth to produce “3D” photos, and videos you can add AR effects to on your phone. You also get a very nice folds-flat leather USB-C charging case that powers up the glasses four times, and a Google Cardboard-style VR viewer.

“Spectacles 3 is a limited production run. We’re not looking for massive sales here. We’re targeting people who are excited about these effects  — creative storytellers” says Matt Hanover of the Snap Lab team.

Gen 1 featured a “toy-like design to get people used to wearing tech on their face”, while Gen 2 and 2.1 had a more subdued look abandoning the coral color schemes to push mainstream adoption. What Gen 3 can’t do is force a $40 million write-off due to poor sales, as V1 did after only shipping 220,000 with hundreds of thousands more gathering dust somewhere. Snap is already losing $227 million per quarter as it scrambles to break even.

So it seems with Spectacles 3 that Snap is gathering data and biding its time, trying to avoid burning too much cash until it can build a version that overlays effects atop a user’s view through the glasses. “We’re still able to get feedback from the customer and inform the future of Spectacles. That’s really the goal for us” Hanover confirms.

His CEO Evan Spiegel agrees, telling me on stage at TechCrunch Disrupt that it would be 10 years until we see augmented reality glasses worthy of mainstream consumer adoption. That’s a long time for an unprofitable company to spend competing to invest in R&D versus cash-rich companies like Facebook and Apple.

tl;dr

Spectacles could be worth the steep $380 if you’re a videographer for a living, perhaps making futuristic social media clips like Karen X Cheng, a creator Snap hired to demonstrate the device’s potential. They’re cool enough looking that you could wear them around Cannes or Coachella without people getting weirded out like they did with Google Glass. And as Snap’s Lens Studio lets anyone build 3D effects for Spectacles 3, perhaps we’ll see some filters and imaginary characters that are more than just a momentary gimmick.

But for those simply seeking first-person camera glasses, I’d still recommend the Spectacles 2 at $150 to $200 depending on style which remain available. The 3D features don’t carry the weight of paying double the price for Spec 3s. And at least the 2nd-gen Specs are waterproof, which make them great for ocean play with fun underwater shooting when you don’t want to risk losing or fizzling your phone.

“We’re testing the price point and the premium aesthetic to see if it lands with this demographic” Hanover says. But Snap’s Director Of Communications Liz Markman notes that “there isn’t this perfect one-to-one overlap with the core Snap users.”

The result is that Spectacles 3 are really more for Snap’s benefit than yours.

Slick Eyewear, Now Where’s The AR?

The Spectacles 3 software is disappointing, but you’ll be delighted when you open the box. Slick black packaging reveal sturdily built metal sunglasses with a luxury matte finish. As they magnetically dislodge from their charging case, you definitely get they sense you’re trying on something futuristic.

The style concurs, with a flat black bar at the top connecting the round lenses with a camera on both corners. Unlike the old Specs that sat right on your nose, feeling heavy at times, Spectacles 3 offers adjustable acetate non-slip nose tips to keep the weight off. All the tech is built discreetly into the hinges and temples without appearing too chunky.

Tap the button either arm, and LED light swooshes in a circle to let people know you’re recording a video for 10 seconds, with multiple presses growing that to up to 60. Tap and hold to shoot a photo, and the light blinks. There’s no obnoxious yellow rubber ring to shout “these are cameras”, and the defused LEDs are more subtle than Gen 2’s dots while remaining an obvious enough signal to passersby so they’re not creepy.

One charge powers up to 70 captures and transfers to your phone over a combined Bluetooth built-in Wifi connection. The 4 gigabyte storage holds up to 100 videos or 1200 photos, and Spectacles 3 even have GPS and GLOSNASS on-board. A 4-mic array picks up audio from others and your own voice, though they’re susceptible to windshear if you’re biking or running.

The magnetically-sealing folding leather USB-C charging case is my favorite part. I wish I could get an even flatter one without a battery in it for my other sunglasses. It’s a huge improvement on the unpocketable bulky triangular case of the previous versions.

A Toy Not Fun Enough For The Price

So far so good, right? But then it comes time to actually see and augment what you shot.

Pairing and syncing is much easier than Gen 1. The glasses forge a Bluetooth connection, then spawn a WiFi network for getting media to your phone faster.

If you just want to share to Snapchat, you’re in luck. Spectacles content posts to Stories or messages in its cool circular format that lets viewers tilt their phones around while always staying full-screen to reveal the edges of your shots. Otherwise, you still have to go through the chore of exporting from Snapchat to your camera roll. Spectacles can at least now export in a variety of croppings for better sharing on Instagram and elsewhere.

What’s new are the 3D photos and videos. They utilize the space between the stereoscopic cameras in the corners of Spectacles employ parallax to sense the depth of a scene. After tapping the 3D button on a photo, you can wiggle the perspective of the image around to almost see around the edges of what you’re looking at. Spectacles will automatically pan back and forth for you, and export 3D photos as short Boomerang-esque six-second videos.

Unfortunately, I found that I didn’t get much sense of depth from most of the 3D photos I shot or saw. It takes a very particular kind of three-dimensional object from the right angle in the right light to much sense of movement from the wiggle. Snapchat’s algorithms also had a bad habit of mistakenly assigning bits of the foreground and background to each other, breaking the illusion. Occasionally you’ll have someone’s ear or their hair left behind and disembodied by the 3D effect.

Don’t expect these to flood social media or convince prospective Spectacles buyers. The 3D selfies you can shoot on Snapchat for free look better anyways.

The biggest problem comes with the delay when playing with 3D videos. Snapchat has to do the depth processing on its servers, so you have to wait for your video to upload, get scanned, and be re-downloaded before you can apply the 3D AR filters. On WiFi that takes about 35 seconds per 10 second video, which is quite a bore. It takes forever over a mobile connection. That means you often won’t be able to apply the filters and see how they look until you’re home and unable to reshoot anything.

The filter set is also limited and haphazard. You can add a 3D bird or balloons around you, wander through golden snow or neon arcs, overlay flower projections or rainbow waves, or sprinkle on sparkles and light-bending blobs. While the bird is cute, and the rainbows and flowers are remarkably psychedelic, none of them are more than briefly entertaining.

The 3D objects often glitch through real pieces of scenery, and you can’t control them at all. No summoning the bird mid-video. My favorite trick, learned from Karen X Cheng, was to export unedited and filtered versions of a video and splice them together on my computer as scene in my demo video above. You can’t actually do that from within Snapchat.

Snap will have to build a lot cooler filters with interactivity if they’re going to compel creators to fork over $380 for Spectacles 3. It could hope to rely on its Lens Studio community platform, but so few developers or users will have the glasses that most will stick to making and using filters for phones.

Spectacles 3 are too expensive to be a toy, but don’t excel at being much more. Videography influencers might enjoy having a pair in their tool bag. But it’s hard to imagine anyone not sharing content professionally paying for the gadget.

Iteration vs Ideation

“We’re now pushing to elevate the technology and the design to master depth technically” Hanover tells me. “Holing ourselves up within an R&D center for years and years? That’s not our approach. It’s important to meet the customer where they are today and continue to iterate and get that feedback.”

But this iteration doesn’t feel like Snap meeting the customer where they are. That raises the question of whether Snapchat is really getting enough data out of the whole endeavor to justify publicly releasing Spectacles at all. The company will have to hope that testing short-term is worth thinking short-term, when it’s trying to win the long-term war in augmented reality eyewear.

Back in 2015, Google’s ATAP team demoed a new kind of wearable tech at Google I/O that used functional fabrics and conductive yarns to allow you to interact with your clothing and, by extension, the phone in your pocket. The company then released a jacket with Levi’s in 2017, but that was expensive, at $350, and never really quite caught on. Now, however, Jacquard is back. A few weeks ago, Saint Laurent launched a backpack with Jacquard support, but at $1,000, that was very much a luxury product. Today, however, Google and Levi’s are announcing their latest collaboration: Jacquard-enabled versions of Levi’s Trucker Jacket.

These jackets, which will come in different styles, including the Classic Trucker and the Sherpa Trucker, and in men’s and women’s versions, will retail for $198 for the Classic Trucker and $248 for the Sherpa Trucker. In addition to the U.S., it’ll be available in Australia, France, Germany, Italy, Japan and the U.K.

The idea here is simple and hasn’t changed since the original launch: a dongle in your jacket’s cuff connects to conductive yarns in your jacket. You can then swipe over your cuff, tap it or hold your hand over it to issue commands to your phone. You use the Jacquard phone app for iOS or Android to set up what each gesture does, with commands ranging from saving your location to bringing up the Google Assistant in your headphones, from skipping to the next song to controlling your camera for selfies or simply counting things during the day, like the coffees you drink on the go. If you have Bose noise-canceling headphones, the app also lets you set a gesture to turn your noise cancellation on or off. In total, there are currently 19 abilities available, and the dongle also includes a vibration motor for notifications.

What’s maybe most important, though, is that this (re-)launch sets up Jacquard as a more modular technology that Google and its partners hope will take it from a bit of a gimmick to something you’ll see in more places over the next few months and years.

“Since we launched the first product with Levi’s at the end of 2017, we were focused on trying to understand and working really hard on how we can take the technology from a single product […] to create a real technology platform that can be used by multiple brands and by multiple collaborators,” Ivan Poupyrev, the head of Jacquard by Google told me. He noted that the idea behind projects like Jacquard is to take things we use every day, like backpacks, jackets and shoes, and make them better with technology. He argued that, for the most part, technology hasn’t really been added to these things that we use every day. He wants to work with companies like Levi’s to “give people the opportunity to create new digital touchpoints to their digital life through things they already have and own and use every day.”

What’s also important about Jacquard 2.0 is that you can take the dongle from garment to garment. For the original jacket, the dongle only worked with this one specific type of jacket; now, you’ll be able to take it with you and use it in other wearables as well. The dongle, too, is significantly smaller and more powerful. It also now has more memory to support multiple products. Yet, in my own testing, its battery still lasts for a few days of occasional use, with plenty of standby time.

Poupyrev also noted that the team focused on reducing cost, “in order to bring the technology into a price range where it’s more attractive to consumers.” The team also made lots of changes to the software that runs on the device and, more importantly, in the cloud to allow it to configure itself for every product it’s being used in and to make it easier for the team to add new functionality over time (when was the last time your jacket got a software upgrade?).

He actually hopes that over time, people will forget that Google was involved in this. He wants the technology to fade into the background. Levi’s, on the other hand, obviously hopes that this technology will enable it to reach a new market. The 2017 version only included the Levi’s Commuter Trucker Jacket. Now, the company is going broader with different styles.

“We had gone out with a really sharp focus on trying to adapt the technology to meet the needs of our commuter customer, which a collection of Levi’s focused on urban cyclists,” Paul Dillinger, the VP of Global Product Innovation at Levi’s, told me when I asked him about the company’s original efforts around Jacquard. But there was a lot of interest beyond that community, he said, yet the built-in features were very much meant to serve the needs of this specific audience and not necessarily relevant to the lifestyles of other users. The jackets, of course, were also pretty expensive. “There was an appetite for the technology to do more and be more accessible,” he said — and the results of that work are these new jackets.

Dillinger also noted that this changes the relationship his company has with the consumer, because Levi’s can now upgrade the technology in your jacket after you bought it. “This is a really new experience,” he said. “And it’s a completely different approach to fashion. The normal fashion promise from other companies really is that we promise that in six months, we’re going to try to sell you something else. Levi’s prides itself on creating enduring, lasting value in style and we are able to actually improve the value of the garment that was already in the consumer’s closet.”

I spent about a week with the Sherpa jacket before today’s launch. It does exactly what it promises to do. Pairing my phone and jacket took less than a minute and the connection between the two has been perfectly stable. The gesture recognition worked very well — maybe better than I expected. What it can do, it does well, and I appreciate that the team kept the functionality pretty narrow.

Whether Jacquard is for you may depend on your lifestyle, though. I think the ideal user is somebody who is out and about a lot, wearing headphones, given that music controls are one of the main features here. But you don’t have to be wearing headphones to get value out of Jacquard. I almost never wear headphones in public, but I used it to quickly tag where I parked my car, for example, and when I used it with headphones, I found using my jacket’s cuffs easier to forward to the next song than doing the same on my headphones. Your mileage may vary, of course, and while I like the idea of using this kind of tech so you need to take out your phone less often, I wonder if that ship hasn’t sailed at this point — and whether the controls on your headphones can’t do most of the things Jacquard can. Google surely wants Jacquard to be more than a gimmick, but at this stage, it kind of still is.

Waterloo, Canada-based hardware startup North is a rare bird when it comes to the tech sector: It began life as an entirely different kind of hardware startup as Thalmic Labs in 2012, and launched a major pivot and re-brand in 2018.

The shift included a new name, and an entirely new product focus. It launched its Focals smart glasses last year, and earlier in 2019 sold the tech behind its original product a gesture control armband called Myo, to CTRL-labs.

This kind of system-shocking directional change can cause whiplash at even far less ambitious software startups, but when I spoke to co-founder and CEO Stephen Lake about the change and the company’s new focus, he spoke of the about-face more as a natural evolution long in the making than a late-stage shift.

“It goes way back when we started Thalmic in 2012,” Lake said. “Actually, we were working on our Myo product, which was an input for heads-up displays, VR headsets, etc. We realized back then, when we were pairing it up with the early versions of [Google] Glass and a whole variety of other displays and smart glasses, that the glasses were so far from being the consumer product that we actually wanted to wear and use. And we said, ‘We think directionally this is going to exist, we think there’s this future where we can bring technology with us into the world end up being less distracted, more present, but still get those benefits we get from computing today.’ Instead of the future of staring at screens, or being cut off in like Ready Player One world in the future, actually bringing technology and make it a seamless part of our world.”

Basically, Lake positions the problem as a kind of classic ‘cart before the horse’ dilemma: How could its interface device for a future class of devices achieve meaningful purchase if that class of devices was off to a slower start than anticipated? A less ambitious startup might’ve refocused on innovating accessories for an established device market, but Lake says his company instead took aim at pioneering an entirely new class of consumer device.

David’s Bridal once owned 50% of the $36 billion wedding gown market before it filed for bankruptcy last year. Brides were growing sick of the lack of styles and sizes plus high prices at expensive brick & mortar shops. The industry was destined for disruption by software that would replace overhead costs and inflexibility with direct-to-consumer personalization.

That’s why I profiled a new custom wedding dress startup back in 2016 called Anomalie despite little funding or traction. The rise of Instagram meant every bride wanted to look unique on a budget, not pay $5000 for a cookie-cutter $200 dress that happened to be white. Anomalie was willing to embrace software to offer 4 billion design permutations and break the markup cartel by selling gowns starting at $1000.

2.5 years later, Anomalie has begun to prove that cheaper doesn’t have to look cheap and custom doesn’t have to cause a headache. 13% of US brides, 275,000 out of 2.1 million, created an Anomalie account in the last year. With David’s Bridal looking shaky and wedding dresses being a seven-times larger market than bedding and mattresses, investors eagerly proposed to Anomalie. Today the startup announces a $13.6 million Series A led by consumer product VC Goodwater Capital .

“I don’t think I’ll ever get tired of working with brides. Other companies would kill for this costumer. She’s so obsessed with every detail of her wedding dress. it’s just a perfect environment to collect data” says Anomalie co-founder and CEO Leslie Voorhees. “Long lead time, high margin, this industry that’s completely f*cked up —  it’s the perfect place to start this mass customization engine beginning with the wedding dress” she tells me, hinting at the startup’s potential to customize other clothing too.

Anomalie is also flexing its tech muscle today with the launch of its new dress sketch visualizer. Choose between a few options on shape, cut, color, pattern, and fabric, and you’ll see an algorithmic sketch of your dream dress appear instantly. Anomalie then pairs you with a squad of its designers to finalize the details, ship swatches, and get you your gown with a 100% refund policy if it’s not right.

The startup’s nest egg will go towards hiring more engineers plus bringing more of production in-house to offer additional features like this. But Voorhees insists that “I don’t think we’ll ever completely automate away the stylists. Customer don’t care about AI or machine learning, but they want to trust us to pull the ideas out of their heads.”

Anomalie co-founder and CEO Leslie Voorhees

Anomalie was woven out of Voorhees’ frustrations picking her own wedding dress. She’d been managing factories and supply chains in Asia for Nike and Apple, and it made no sense why slapping “bridal” on a dress could make it up to ten-times more expensive.

Her investigation uncovered that most brands were outsourcing their manufacturing, so she did an end-run, contacted factories directly, and got her dress made custom for a fraction of the price. So many of her pals demanded help doing the same that the Harvard Business School grad soft-launched Anomalie with her husband Calley Means [Disclosure: who I know from college] in the summer of 2016.

The startup’s gowns now average $1,400. Growth has been swift since weddings are so photographed and shared, with Anomalie reaching an outstanding net promoter score of 91. A friend of mine recently bought her dess through the company and it looked stunning and one-of-a-kind without breaking the bank. And since they’re custom, Anomalie makes inclusivity and advantage by offering larger sizes absent elsewhere

Meanwhile, Anomalie’s incumbent competitors have struggled. Gap and J.Crew abandoned the wedding dress business in the last few years. David’s Bridal emerged from bankruptcy with its 300 retail stores still operating, but it’s slipped to 30 percent US market share. It’s now owned by lenders including Oaktree Capital Group, which is a bad omen given that firm was responsible for driving Toys”R”Us into liquidation instead of keeping it open. No other players have a sizable foot or well-known brand besides super high-end designer Vera Wang.

Anomalie capitalized on David’s troubles by poaching its head of bridal production Angela Ng, who now leads the startup’s Hong Kong team and relieves Voorhees of constant trips to China. It also hired former Sephora VP of digital Marcy Zelmar and former TrueCar VP of engineering Aaron Tavistock. Their goal is to sell more dresses to get Anomalie more data, more factory modularization, and more control over its manufacturing.

Anomalie’s dress visualizer turns a few style selections into a sketch of your potential gown

The new funding round that builds on its $4.5 million seed round was joined by Signia, SoGal Ventures, Lerer Hippeau’s BN Capital Fund, and Fin’s Sam Lessin also includes strategic angels like former Stitch Fix CTO Jeff Barrett and ThirdLove underwear CEO Heidi Zak. At Anomalie’s San Francisco headquarters, mannequins sporting design prototypes stand beside software teams optimizing the new dress visualizer. And when I say the dresses are custom, I mean they can get about as weird as you want. Anomalie is finishing up a dress with lyrics from the couple’s favorite song embroidered in a secret language from their favorite TV show…and it still looks beautiful.

“One of the coolest things about Anomalie is that they’re not just using digital as a distribution strategy, but to also deliver a differentiated product experience” says Goodwater partner Eric Kim. “Anomalie’s sketch-builder is a great expression of this emphasis on product and customer centricity.” Wedding dresses have been largely ignored by startups despite the market being bigger than luggage ($34 billion), or shaving ($21 billion), oral care ($10 billion) and hair loss ($4 billion) combined.

The challenge is that unlike those products, bridal gowns are “a zero failure game. This is like airplane engines and heart rate monitors” Voorhees stresses. Anomalie must maintain perfect quality, times, and customer experience to avoid ruining someone’s big day. “Never messing up a dress or losing a dress — we take this really, really seriously.” She knows a few viral disasters could sink the ship. It also has to stay ahead of fresh entrants like COUTURME, a new Y Combinator startup making custom evening gowns as well as wedding dresses.

Anomalie’s SF headquarters. Photo by Summer Wilson

Anomalie sees global demand for a better experience, and thinks it can apply its data set to wedding dresses for more cultures as well as additional types of clothing. “We are building up a large repository of female measurements and creating tech plus operational processes around ‘mass customization’ that can be applied to other garments” Voorhees reveals. “Our aspirations are around bringing more body inclusivity + customization to women’s fashion, not just bridal.”

And while Anomalie could always find a retail partner to get more exposure, it’s tough for brick & mortar brands to operate online without cannibalizing their sales. “We think the women’s closet of the future contains staples from Stitch Fix, rotating dresses from Rent the Runway, and signature custom garments from Anomalie.”

The Anomalie just needs to educate brides that they can actually have the dress of their dreams, and now it wants to inspire that dream on-site too. Full of ambition and verve, Voorhees concludes, “What’s Pinterest valued at when it’s basically a wedding dress search engine?”

The concept of an IRL heads-up display has been a part of science fiction since basically the beginning. Big players have tried their hand at it with less than stellar results — most notably Google with Glass, and more recently Intel’s Vaunt. But North may have cracked the nut on smart glasses with Focals.

They are not perfect by any stretch of the imagination — they’re slightly heavy and don’t feel quite as seamless as science fiction promised they would — but this may be the best pair of smart glasses yet.

Who

Focals were created by North, a Canadian company backed by Intel Capital, Spark Capital and the Amazon Alexa Fund with nearly $200 million in funding. Around the time Google Glass was released, founders Aaron Grant, Matthew Bailey and Stephen Lake were working on a smart arm band. They were disenchanted, as were many, with Glass and sought out to make something better.

Their first priority? Make a great pair of glasses, then outfit them with technology. In order to do that, they had to allow for prescription lenses, which means that the lenses of their product had to be curved. This throws a huge wrench in the idea of lens-projected notifications and content, so Focals created its own special projector.

The company also felt that the touchpad on the side of Google Glass was overly cumbersome, leading them to build the Focals Ring to let users navigate through the menu.

What

The Focals are technically AR glasses, but they’re not focused on gaming or content consumption. The product is designed to move notifications from your phone to your sightline. It’s a bit like an Apple Watch for your face.

These notifications include the date and time, the weather, text notifications, email, Slack, Apple News alerts, Uber notifications, sports scores, turn-by-turn navigation and more. Users navigate through this content using the Ring, outfitted with a nub of a joystick, which is meant to be worn on the index finger of your dominant hand.

Users can proactively seek out information by clicking the joystick and scrolling, but the headset also serves up information in a push notification, including incoming messages and emails.

Importantly, North implemented a smart response system to keep users from having to pick up their phone each time they get a notification. The system gives users two options: choose from a list of smartly generated responses, or use speech-to-text through Focals’ built-in Alexa integration (the system is listening via built-in mic — but wearers have to opt-in during set up).

However, one of the great advantages for the Focals is also one of its weaknesses. The company chose to build a custom pair of glasses that could work with Rx lenses. That also means that the eyebox (the surface where you can see the projection) is smaller than other AR gadgets, which often use waveguides. In other words, your Focals have to be positioned pretty near perfectly to see the image. The company works hard to make sure that’s the case, fitting the glasses to your specific face. But glasses shift and move throughout the day, which means there’s plenty of re-adjusting in order to see the picture.

All that said, the Focals look surprisingly good. In fact, passersby would be hard-pressed to detect that they’re smart glasses in the first place. They aren’t comfortable enough to wear all day — the extra weight on the front means they get a bit uncomfortable after a few hours. But overall, these are pretty discreet as far as smart glasses go.

How

It’s a relatively time-consuming process to get your hands on a pair of Focals. Because the fit and size are so important to usability, users interested in purchasing a pair have to go to one of North’s two stores (there’s one in Toronto, and one in Brooklyn, NY).

The visit to the store is by appointment. Upon arrival, store associates will take you into a booth where you’ll sit before 11 cameras that will 3D model your head, determining where your eyes and ears sit relative to the rest of your face. The cameras also try to understand your gaze.

From there, you get a demo with a standard (not fitted) pair of Focals, during which you learn how to align the Focals and use the Ring. It takes a few weeks for your custom-fit Focals to be ready to pick up, at which point you go through a final sizing with an optician.

It’s tedious, and will be difficult for the company to scale, but it’s part of what gives Focals an edge in quality. Luckily for folks outside of Toronto and NY, Focals is heading off on a pop-up tour. You can check out the tour dates and locations here.

Why

‘Why?’ is perhaps the toughest question to answer when it comes to the Focals. The goal, as outlined by the company, is to keep you connected to the digital world without taking you out of the real world. In short, stop looking down at your phone.

That said, Focals also take away the option. When your phone rings, or even when your Apple Watch buzzes, you have a choice to make: look down, or ignore. When you’re wearing the Focals, that decision is eliminated.

For this reason, I feel like this product is meant for early adopters and folks who enjoy being ultra-connected to the digital world. If you’re already addicted to the sweet chime of your phone, the Focals may very well keep you more connected to the real world, and potentially save your neck from some stiffness. But if you do well to live in the real world and don’t appreciate the constant flow of notifications to your phone, the Focals likely won’t help you maintain that separation.

There are also some minor issues with the Focals themselves. The Ring isn’t super comfortable, particularly when typing on a computer (something most of us spend hours each day doing). The Ring also seems like something that would be very easy to lose or break — this hasn’t happened to me yet, but I wouldn’t be surprised if it did. (For now, North is replacing broken rings for free.)

With the Focals themselves, I’d like to be clear when I say that I was pleasantly surprised with the over all experience. The UI is pleasant to look at, and the little chime of a notification that whispers in your ear is most certainly addictive.

However, I found my eyes getting tired after more than an hour wearing the Focals. Using the Focals means that you’re constantly changing the focus of your eyes from close to far away, which can be tiring. Moreover, if the glasses shift a bit on your face, the text of the notification can become fuzzy, making the experience even more tiring.

Plus, the glasses are built to bend halfway through the arms, as opposed to where the arms meet the frames. This means you can’t hang the Focals off the front of your shirt, which is an admittedly minor gripe, but it bugged me throughout the review process.

Add to that the fact that Focals start at $600, this product is really for technophiles. For now.

North is on the right track. The company is constantly developing new features that are released each week — they recently launched Google Fit support to check your steps, as well as language lessons to brush up on your French during your walk to work. And they’ve started with the right priorities in mind. The Focals are fine looking glasses, and in general, the tech works. Now it’s about refinement.

Google announced an interesting new Wear OS feature today that makes a number of highly used features more easily available. Google calls this feature ’tiles’ and it makes both information like the local weather forecast, headlines, your next calendar event, goals and your heart rate, as well as tools like the Wear OS built-in timer available with just a few swipes to the left.

In the most recent version of Wear OS, tiles also existed in some form, but the only available tile was Google Fit, which opened with a single swipe. Now, you’ll be able to swipe further and bring up these new tiles, too.

There is a default order to these tiles, but you’ll be able to customize them, too. All you have to do is touch and hold a given tile and then drag it to the left or right. Over time, Google will also add more tiles to this list.

The new tiles will start rolling out to all Wear OS smartwatches over the course of the next months. Some features may not be available on all devices, though (if your watch doesn’t have a heart rate monitor, you obviously won’t see that tile, for example).

Overall, this looks like a smart update to the Wear OS platform, which now features four clearly delineated quadrants. Swiping down brings up settings, swiping up brings up your notifications, swiping right brings up the Google Assistant and swiping left shows tiles. Using the left swipe only for Google Fit always felt oddly limited, but with this update, that decision makes more sense.

Spire’s Health Tags, the dark and tiny devices you stick on your clothes to gather all sorts of health data from your steps, heartbeat and stress levels is now available at your local Apple Store.

The company started out with a breath tracking device to detect when you are feeling tense and help calm you down. But four years in and its now all about the wearable “tags” you stick on items of clothing like your pants or sports bra.

Yes, yes, there are lots of gadgets out there to gather similar information — the Apple Watch will now even detect if you have a fall or something is wrong with your heart — but the Spire health tag is nothing like a Fitbit or Apple Watch, according to the company. For one, there’s zero need to charge the device. One tag’s battery will last a year and a half before dying out. They’re also machine washable. You just pick a few outfits and stick a tag on each of them.

Of course a few other startups out there are working on making smart, washable, data-gathering clothes. Enflux makes the clothing and then sews in the motion sensor to tell you if you are lifting correctly. Vitali is a “smart” bra with a built-in sensor to detect stress. Then there’s OmSignal, which makes body-hugging workout clothes that gather “medical-grade biometric data to achieve optimal health.” But these tiny health tags are different in that they allow you to choose the clothes you want to adhere the monitor to.

Like Spire’s first product, the Stone, which earned more than $8 million in sales, according to the company, the tags will also pick up on times of stress and help calm you down through a series of breaths and focus on the app.

“Continuous health data will revolutionize health and wellness globally, but early incarnations have been hampered by poor user experiences and a focus on the hardware over the outcomes that the hardware can create,” Spire’s founder Jonathan Palley said. “By making the device ‘disappear’, we believe Health Tag is the first product to unlock the potential.”

Spire’s Health Tags will be sold in Apple Stores as a three-pack for $130, six-pack for $230 and an eight-pack for $300, with additional pack sizes available on the company’s website.

Apple’s announcement last week of a Watch with an FDA-approved ECG reader to track heart health looked to be the undoing of original ECG reader company AliveCor. But, to prove it still has a hearty pulse, AliveCor tells TechCrunch it is coming out with a “never-before-seen” 6-lead electrocardiogram (ECG), pending FDA approval.

In a care clinic, a patient typically has 12 leads, or stickers placed across their chest to pick up data from their heart. However, other ECG readers typically have one or two leads. The Apple Watch places a single lead system on the wrist. The 6-lead ECG reader is, in theory, more accurate because there are more sensors picking up more information, which could be critical in saving lives.

AliveCor’s and the Apple Watch’s current function is to pick up AFib — or the detection of an irregular heart beat. AliveCor announced earlier this month it had received FDA-approval to use its ECG readers to detect a rare but dangerous blood condition called hyperkalemia.

With 6-lead ECG readers, the AliveCor device could also pick up about 100 different diseases, according to CEO Vic Gundotra, who rattled off a bunch of long-worded maladies I can’t even begin to pronounce but he’s hoping his reader will soon be able to detect.

However, one important detection would be ST elevation — one of the key factors associated with the onset of a heart attack and which could get a person on their way to the hospital before they start displaying other physical symptoms.

Of course, Apple — which already holds 17 percent of the wearables market — could easily decide it, too, needs to add a 6-lead ECG reader to the Watch and beat AliveCor’s market yet again. But Gundotra shrugs at that suggestion.

“They could but we have some pretty good patents in the space,” he told TechCrunch, adding “Apple has done me a great service, actually. We’re a small company but you are talking to me, calling about this [because of their announcement].”

No formal name has been announced yet for the 6-lead product, but AliveCor will be working with the FDA on the regulatory pathway for it and hopes to bring it to over-the-counter consumers by 2019.

Elvie, a Berlin-based startup known best for its connected Kegel trainer is jumping into the breast pump business with a new $480 hands-free system you can slip into your bra.

Even with all the innovation in baby gear, breast pumps have mostly sucked (pun intended) for new moms for the past half a century. My first experience with a pump required me to stay near a wall socket and hunch over for a good twenty to thirty minutes for fear the milk collected might spill all over the place (which it did anyway, frequently). It was awful!

Next I tried the Willow Pump, an egg-shaped, connected pump meant to liberate women everywhere with its small and mobile design. It received glowing reviews, though my experience with it was less than stellar.

The proprietary bags were hard to fit in the device, filled up with air, cost 50 cents each (on top of the $500 pump that insurance did not cover), wasted many a golden drop of precious milk in the transfer and I had to reconfigure placement several times before it would start working. So I’ve been tentatively excited about the announcement of Elvie’s new cordless (and silent??) double breast pump.

Displayed: a single Elive pump with accompanying app.

Elvie tells TechCrunch its aim all along has been to make health tech for women and that it has been working on this pump for the past three years.

The Elvie Pump is a cordless, hands-free, closed system, rechargeable electric pump designed by former Dyson engineers. It can hold up to 5 oz from each breast in a single use.

It’s most obvious and direct competition is the Willow pump, another “wearable” pump moms can put right in their bra and walk around in, hands free. However, unlike the Willow, Elvie’s pump does not need proprietary bags. You just pump right into the device and the pump’s smartphone app will tell you when each side is full.

It’s also half the size and weight of a Willow and saves every precious drop it can by pumping right into the attached bottle so you just pump and feed (no more donut-shaped bags you have to cut open and awkwardly pour into a bottle).

On top of that, Elvie claims this pump is silent. No more loud suction noise off and on while trying to pump in a quiet room in the office or elsewhere. It’s small, easy to carry around and you can wear it under your clothes without it making a peep! While the Willow pump claims to be quiet — and it is, compared to other systems –you can still very much hear it while you are pumping.

Elvie’s connected breast pump app

All of these features sound fantastic to this new (and currently pumping) mom. I remember in the early days of my baby’s life wanting to go places but feeling stuck. I was chained to not just all the baby gear, hormonal shifts and worries about my newborn but to the pump and feed schedule itself, which made it next to impossible to leave the house for the first few months.

My baby was one of those “gourmet eaters” who just nursed and nursed all day. There were days I couldn’t leave the bed! Having a silent, no mess, hands-free device that fit right in my bra would have made a world of difference.

However, I mentioned the word “tentatively” above as I have not had a chance to do a hands-on review of Elvie’s pump. The Willow pump also seemed to hold a lot of promise early on, yet left me disappointed.

To be fair, the company’s customer service team was top-notch and did try to address my concerns. I even went through two “coaching” sessions but in the end it seemed the blame was put on me for not getting their device to work correctly. That’s a bad user experience if you are blaming others for your design flaws, especially new and struggling moms.

Both companies are founded by women and make products for women — and it’s about time. But it seems as if Elvie has taken note of the good and bad in their competitors and had time to improve upon it — and that’s what has me excited.

As my fellow TechCrunch writer Natasha put it in her initial review of Elvie as a company, “It’s not hyperbole to say Elvie is a new breed of connected device. It’s indicative of the lack of smart technology specifically — and intelligently — addressing women.”

So why the pump? “We recognized the opportunity [in the market] was smarter tech for women,” Boler told TechCrunch on her company’s move into the breast pump space. “Our aim is to transform the way women think and feel about themselves by providing the tools to address the issues that matter most to them, and Elvie Pump does just that.”

The Elvie Pump comes in three sizes and shapes to fit the majority of breasts and, in case you want to check your latch or pump volume, also has transparent nipple shields with markings to help guide the nipple to the right spot.

The app connects to each device via Bluetooth and tracks your production, detects let down, will pause when full and is equipped to pump in seven different modes.

The pump retails for $480 and is currently available in the U.K. However, those in the U.S. will have to wait till closer to the end of the year to get their hands on one. According to the company, It will be available on Elvie.com and Amazon.com, as well in select physical retail stores nationally later this year, pending FDA approval.