What CuteCircuit does

CuteCircuit, founded in 2004 in the USA with its design and innovation headquarters established in London in 2006, is the world's first wearable-technology fashion brand. Co-founded by Francesca Rosella (ex-Valentino, Rome) and Ryan Genz (Interaction Design and Anthropology), the company develops smart-fabric garments integrating micro-actuators, conductive yarns, wireless connectivity, and proprietary software. Its core product, the SoundShirt, embeds 28 micro-actuators that translate sound frequencies into real-time tactile sensations across the body, enabling deaf and hard-of-hearing audiences to feel live music, opera, and stadium sports. The HugShirt uses 12 haptic actuators and sensors to send and receive the sensation of touch over distance via smartphone. Supporting products include TShirtOS/Infini-T-Shirt (programmable LED display, US patent 10,356,356), Twirkle T-Shirt (proximity-reactive LED), Galaxy Dress (world's largest wearable luminous display), and Graphene Dress (world's first haute couture graphene garment).

The company holds multiple foundational patents in 3D Spatial Audio, Haptics for AR, Interactive Luminous Garments, Multimedia Wearable Telecommunication Devices, and Sensor Enhanced Fabric Constructions. CuteCircuit's product line is operated through the Q App (iOS) for consumer control and Q Pro software for professional musicians and orchestras. The SoundShirt is FCC, CE, RoHS, and Oeko-Tex certified, with washable protected electronic modules integrated into the garment.

CuteCircuit generates revenue through five streams: (1) direct-to-consumer e-commerce sales of SoundShirt, HugShirt, Twirkle T-Shirt, Infini-T-Shirt, and Golden Logo Hoodie via shop.cutecircuit.com; (2) turnkey enterprise SoundShirt deployments to venues, including antenna installation, software setup, garment deployment, and staff training, with permanent installations at Lyric Opera of Chicago, Newcastle United's St. James' Park, Wuppertal Opera, Navy Pier Chicago, Omaha Performing Arts, and The AND Dance Company Amsterdam; (3) high-margin brand collaboration and licensing deals with Chanel (illuminated handbags photographed by Karl Lagerfeld), Converse (All Wah shoes), Mastercard (LED face masks for BRIT Awards 2021), EasyJet (sensor-enhanced uniforms), Lincoln, Cox Communications, and Ooredoo (5G SoundShirt at Qatar National Day); (4) special haute couture commissions for museums (MSI Chicago, MFA Boston, Cooper Hewitt, National Museum of Scotland) and celebrities (Katy Perry, Nicole Scherzinger, Laura Pausini); and (5) software licensing through Q Pro for professional musicians. Distribution combines DTC, retail (Selfridges), museum gift shops, OEM-style brand embedding, and venue enterprise sales. Customer segments span deaf and hard-of-hearing audiences, venues and festival organizers, luxury fashion brands and celebrities, mainstream hearing consumers, and artists/musicians.

Name

CuteCircuit

Legal name

CuteCircuit

Website

https://cutecircuit.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

CuteCircuit, founded in 2004, is the world's first wearable-technology fashion brand, designing smart-fabric garments such as the SoundShirt and HugShirt that translate sound and touch into real-time haptic sensations. It serves deaf and hearing audiences, cultural venues, sports stadiums, luxury brands, and musicians.

Ownership category

akta.pro rank

Product category

Wearable Technology Fashion

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Wearable-Integrated & Smart Performance Apparel (CRAAAEAL)

akta.pro secondary industry

Performance Outerwear & Technical Apparel (CRAAAEAB)

Keywords

• Wearable technology fashion
• Smart textile garments
• Haptic feedback clothing
• Interactive fashion design
• Audio-to-touch translation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. SoundShirt Sales and Rental: The SoundShirt is sold directly to consumers and venues via shop.cutecircuit.com. At Polygon Live London, SoundShirts were rented at £14.99/hour with 95% sell-through during headline acts, generating direct revenue from festival-goers while creating a new ancillary revenue stream for venue operators.
2. Venue and Enterprise Deployment: CuteCircuit provides complete turnkey SoundShirt deployment solutions to venues including antenna installation, software setup, garment deployment, and staff training. Venues such as Lyric Opera of Chicago, Newcastle United, and Wuppertal Opera have permanent SoundShirt installations for audience accessibility experiences.
3. Software Subscriptions (Q App / Q Pro): The Q App enables personal SoundShirt and HugShirt use for consumers. Q Pro is professional music software used by orchestras and musicians for track recording and live performances, sold on a software licensing basis.
4. Brand Collaboration and Licensing: CuteCircuit creates bespoke illuminated, interactive garments and accessories for luxury brands (Chanel handbags), celebrities (Katy Perry, Nicole Scherzinger, Laura Pausini), and corporations (EasyJet uniforms, Converse All Wah shoes, Mastercard LED masks). These collaborations generate revenue through licensing and co-creation fees.
5. Special Projects and Haute Couture: CuteCircuit creates limited-edition haute couture garments and special project commissions for museums (MSI Chicago, MFA Boston, National Museum of Scotland), brands (Magnum Pink & Black collection), and events (MVFW23 NFT collection), blending commercial and cultural revenue.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

CuteCircuit designs, manufactures and sells haptic smart-fabric garments—most prominently the SoundShirt, which translates live audio into body-mapped tactile sensations via 28 micro-actuators, and the HugShirt, which transmits the feeling of touch and hugs over distance. The company sells its garments directly to consumers through shop.cutecircuit.com, deploys turnkey accessibility solutions to venues (opera houses, football stadiums, festivals), and licenses its patented wearable-technology platform to luxury brands for bespoke illuminated and interactive fashion collaborations.

Product overview

CuteCircuit is the world's first wearable-technology fashion brand, founded in 2004 by Francesca Rosella and Ryan Genz. The company creates fashion that interweaves leading-edge design with emerging technologies and smart fabrics. The core product portfolio centers on haptic wearables including the SoundShirt (translates sound into touch for music/sports/gaming experiences with 28 actuators), the HugShirt (enables sending hugs over distance with 12 haptic actuators), and TShirtOS/Infini-T-Shirt (programmable LED T-shirt with display capabilities). Additional offerings include haute couture collections, interactive luminous handbags, and patented technologies such as 3D Spatial Audio, Interactive Luminous Garments, and Sensor Enhanced Fabric constructions. Products are controlled via the Q App for smartphones and Q Pro software for professional music applications. CuteCircuit serves diverse markets including fashion, music, sports, accessibility, and enterprise through brand collaborations with Chanel, Converse, EasyJet, Mastercard, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• SoundShirt Haptic smart-fabric garment that translates sound into real-time touch sensations across the body via 28 woven micro-actuators. Sold directly to consumers via shop.cutecircuit.com and deployed at venues (opera houses, stadiums, festivals) with turnkey antenna and software infrastructure. Designed for deaf and hard-of-hearing audiences, hearing music fans, and immersive gaming.
• HugShirt Wearable haptic telecommunication garment with 12 micro-actuators and sensors that allow users to send and receive the sensation of touch and hugs over distance via the HugShirt app. Made with Oeko-Tex certified textiles, RoHS, FCC and CE certified, USB-C rechargeable and washable.
• TShirtOS / Infini-T-Shirt World's first wearable, sharable, programmable T-shirt featuring thousands of full-colour pixels in a soft grid, with microphone, movement sensor, headphone jack, micro-camera and Q App control. Patent number US10356356.
• Twirkle T-Shirt Interactive LED T-shirt with a built-in laser distance sensor that changes colour patterns based on viewer proximity (white when close, green/aqua when approaching, full rainbow when walking by). Designed as art-meets-wearable and exhibited at museums.
• Galaxy Dress The world's largest wearable luminous display dress. Designed for museum exhibition and haute couture runway settings, this garment features thousands of full-colour LEDs and a microcontroller unit. Part of the permanent collection of the Museum of Science and Industry Chicago.
• Graphene Dress World's first haute couture dress made using graphene, created in collaboration with Manchester National Graphene Institute and INTU. Explores new material properties in interactive fashion and is displayed at The Great Exhibition of the North.
• Twitter Dress World's first haute couture social media connected dress that displays messages sent by fans from around the world via Twitter in real time.
• Q App Smartphone companion application for iOS (App Store) that allows consumers to control CuteCircuit garments including the SoundShirt, HugShirt, TShirtOS and luminous collections—changing colours, configuring display patterns, and initiating haptic messages.
• Q Pro Professional music software for laptops that enables orchestras and musicians to compose, record and play back haptic tracks compatible with the SoundShirt and HugShirt for live performances and immersive recordings.
• Interactive Handbags (including Chanel Data Centre collection) Limited-edition illuminated interactive handbags featuring micro-LED animations, including the Chanel Data Centre collection (Boy Small, Boy Medium, Envelope laptop bag) and CuteCircuit Mirror Handbag. Distributed through luxury fashion houses.
• Mastercard LED Face Mask Limited-edition audio-connected LED face mask that illuminates in real time in response to music and environmental sounds. Developed in partnership with Mastercard for the BRIT Awards 2021.
• Haute Couture Collections Seasonal luxury fashion collections featuring smart-fabric garments with smartphone-controllable colours and functionality, shown on-schedule at New York Fashion Week since 2014 (also Paris Fashion Week). Includes bespoke commissions for Chanel, Converse, Magnum, Katy Perry and other high-profile partners.
• Converse All Wah Innovative guitar sneaker created in collaboration with Converse; uses cutting-edge micro-sensor technology in the sole to transform foot movement into Wah pedal modulation, communicating wirelessly to a Wah Box for live guitar effect.
• EasyJet Future Uniforms Futuristic sensor-enhanced uniforms designed for cabin-crew and ground-crew of British airline EasyJet for their 20th anniversary, based on analysis of crew movements and task management, with potential for crew identification in emergencies and improved passenger service.
• Astral Envoys Spacesuit Spacesuit design shortlisted for the new European Space Agency Spacesuit Competition 2023, demonstrating CuteCircuit's expertise in advanced wearable technology for extreme environments.

Quantifiable outcome

• 95% of festival-goers at Polygon Live London opted to pay £14.99/hour to rent a SoundShirt, with 90% saying it made their music experience significantly better.
• +4 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

34 partnerships are on record, tiered core, secondary and minor.

• MastercardcoreStrategic or Co-development Partner · 1 January 2021Mastercard and CuteCircuit co-created limited-edition audio-connected LED face masks for the BRIT Awards 2021 (Mastercard's 23rd year as headline sponsor). The masks illuminate in real time in response to music and environmental sounds, enabling people to feel connected to music and each other.
• OoredoocoreStrategic or Co-development Partner · 19 December 2019Ooredoo partnered with CuteCircuit to power Qatar National Day celebrations using the SoundShirt over 5G networks. The collaboration enabled hearing-impaired individuals to feel the Qatari National Anthem live for the first time. SoundShirts were synchronized with live music and fireworks at Katara Amphitheatre, showcasing 5G capabilities for inclusive experiences.
• ChanelcoreStrategic or Co-development PartnerCuteCircuit designed an exclusive collection of illuminated interactive handbags for Chanel's Spring Summer 2017 collection. Three bag versions were created: Boy Small, Boy Medium, and an Envelope laptop bag — a brand-new shape for Chanel. Micro-LED animations feature pink and acid green patterns photographed by Karl Lagerfeld for the SS17 campaign featuring model Arizona Muse.
• ConversesecondaryStrategic or Co-development PartnerCuteCircuit collaborated with Converse to create the All Wah shoe — an innovative guitar sneaker using cutting-edge micro-sensor technology. The sole transforms foot movement into Wah pedal modulation, communicating wirelessly to the Wah Box. Launched in 2016 following Converse's ChuckHack sessions.
• EasyJetsecondaryStrategic or Co-development PartnerCuteCircuit designed futuristic sensor-enhanced uniforms for British airline EasyJet's cabin-crew and ground-crew for their 20th anniversary. Featuring the first-ever runway show on board an aircraft. Uniforms were designed after analyzing crew movements and task management, potentially enabling crew identification in emergencies and improved passenger service.
• Cox CommunicationscoreStrategic or Co-development PartnerCox Communications partnered with CuteCircuit for 'The Hug Project,' reuniting families separated during the COVID-19 pandemic using the HugShirt programmed to deliver physical hugs in real time. Haptic sensors in the shirt connect two people, allowing isolated individuals to feel the touch of a husband or grandchild as if they were there.
• Lyric Opera of ChicagocoreStrategic or Co-development PartnerThe Lyric Opera of Chicago partnered with CuteCircuit to introduce the SoundShirt, making it the first U.S. opera house to debut the technology. The SoundShirt program was made possible by the Patrick G. and Shirley W. Ryan Innovation Initiative and supported by the League of Chicago Theatres and ComEd. Deaf and hard-of-hearing patrons can feel the orchestra through touch, experiencing opera's full emotional depth for the first time.
• Newcastle United Football ClubcoreStrategic or Co-development PartnerNewcastle United partnered with CuteCircuit to introduce the SoundShirt at St. James' Park Premier League stadium. The SoundShirt Antenna and control software were installed in the stadium control room, streaming real-time match data directly into haptic sensations. Deaf fans can feel the roar of the crowd, the tension of tackles, and the energy of goals. Permanent stadium installation.
• Museum of Science and Industry Chicago (MSI)secondaryStrategic or Co-development PartnerMSI Chicago commissioned the Galaxy Dress (world's largest wearable luminous display) for the Fast Forward: Inventing the Future exhibition in 2008, now part of the museum's permanent collection. MSI also features the SoundShirt, HugShirt, and Twirkle t-shirt in the 'Wired to Wear' exhibit (October 2019–May 2020) and hosts the Twirkle t-shirt installation with laser distance sensors.
• Cooper Hewitt Smithsonian Design MuseumsecondaryStrategic or Co-development PartnerThe SoundShirt is on display at the Cooper Hewitt Smithsonian Design Museum in New York in the Access+Ability exhibition. This exhibition also traveled to the World Economic Forum in Davos 2019, where hundreds of participants experienced the SoundShirt 2.0 with the London Symphony Orchestra.
• Manchester National Graphene InstituteminorStrategic or Co-development PartnerCollaborated with CuteCircuit to create the world's first haute couture Graphene Dress in 2017, exploring the application of graphene in fashion and smart textiles.
• INTUminorStrategic or Co-development PartnerINTU partnered with CuteCircuit for the Graphene Dress, displayed at The Great Exhibition of the North in Newcastle, UK (June 2018) and at INTU Manchester, exploring graphene-enhanced interactive fashion.
• European Space Agency (ESA)minorStrategic or Co-development PartnerCuteCircuit's Astral Envoys spacesuit design was shortlisted for the ESA Spacesuit Competition 2023, demonstrating CuteCircuit's expertise in advanced wearable technology for extreme environments.
• Polygon Live LondoncoreStrategic or Co-development PartnerPolygon Live London partnered with CuteCircuit for their debut immersive 360° concert series, deploying a brand-new festival edition of the SoundShirt with perforated smart textiles for breathability. 95% of SoundShirts were rented during headline acts at £14.99/hour, with 90% of surveyed fans reporting a significantly better music experience. The festival exceeded audience targets by 30%.
• Wuppertal OperaminorStrategic or Co-development PartnerPermanent SoundShirt installation at Wuppertal Opera, Germany, for accessible opera experiences for deaf and hard-of-hearing audiences.
• Navy Pier ChicagominorStrategic or Co-development PartnerPermanent SoundShirt installation at Navy Pier, Chicago, Illinois, USA, for accessible live performances.
• Omaha Performing Arts (OPA)minorStrategic or Co-development PartnerPermanent SoundShirt installation at OPA, Omaha, Nebraska, USA, for accessible live music and performance experiences.
• The AND Dance CompanyminorStrategic or Co-development PartnerSoundShirt installation for The AND Dance Company, Amsterdam, The Netherlands, enabling accessible dance performances.
• AperolminorStrategic or Co-development PartnerCuteCircuit collaborated with Aperol Italia to create a super bright and energetic sportswear collection celebrating Aperol and summer nights. Performance directed by choreographer Laccio, with set design by Gio Forma and experience design by 2Night Lab.
• National Museum of ScotlandminorStrategic or Co-development PartnerCuteCircuit's Nieves Dress is featured in the National Museum of Scotland's 'Beyond the Little Black Dress' exhibition examining the radical power of the colour black in fashion. Visitors can change the dress's colour via the Q App.
• LincolnminorGTM or Marketing PartnerLincoln partnered with CuteCircuit for the 'Feel the Joy' holiday campaign featuring the SoundShirt, enabling a deaf individual named Noah to experience music through haptic touch in a campaign praised for emotional storytelling.
• SAABminorStrategic or Co-development PartnerCuteCircuit launched the world's first solar powered garment in collaboration with SAAB in 2006.
• MagnumminorStrategic or Co-development PartnerCuteCircuit created an exclusive haute couture Pink and Black collection for Magnum ice cream's brand launch, with dresses changing colour in response to fans' votes. Celebrities including Eiza Gonzalez wore the collection on the red carpet.
• DardustminorStrategic or Co-development PartnerItalian artist Dardust launched his S.A.D album with a SoundShirt concert, composing custom SoundShirt actuation parameters to perfectly convey the specific emotions of his album's theme, so audiences could experience his deepest emotions through haptic touch.
• Warner Bros.minorGTM or Marketing PartnerCuteCircuit collaborated with Paramount Pictures on the Ghost in the Shell launch event at Elephant Paname, Paris, France in 2017.
• Serie A / Coppa ItaliaminorStrategic or Co-development PartnerPermanent SoundShirt stadium installation at Stadio Olimpico, Rome, Italy for Coppa Italia Final 2025, enabling deaf fans to feel live football matches.
• Supercopa de EspanaminorStrategic or Co-development PartnerPermanent SoundShirt installation at Al-Jawhara Stadium, Jeddah, Saudi Arabia for Supercopa de Espana 2025.
• Supercoppa ItalianaminorStrategic or Co-development PartnerSoundShirt installation at Al-Awwal Park Stadium, Riyadh, Saudi Arabia for Supercoppa Italiana 2024-2025.
• UnileverminorGTM or Marketing PartnerUnilever is listed as a client of CuteCircuit for brand collaborations involving wearable technology.
• BMWminorStrategic or Co-development PartnerBMW is listed as a client of CuteCircuit for automotive-related wearable technology collaborations.
• VolkswagenminorGTM or Marketing PartnerVolkswagen is listed as a client of CuteCircuit for brand collaborations.
• Barbican MuseumminorStrategic or Co-development PartnerBarbican Museum is listed as a client and venue for CuteCircuit exhibitions, featuring the brand in the Digital Revolution exhibition.
• Museum of Fine Arts BostonminorStrategic or Co-development PartnerMFA Boston commissioned CuteCircuit with the creation of the most advanced haute couture gown exclusively for the #TechStyle exhibition in 2016.
• Paramount PicturesminorGTM or Marketing PartnerParamount Pictures is listed as a client of CuteCircuit for Ghost in the Shell and other film-related collaborations.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Wearable X: Wearable X develops haptic wearable technology for consumers, including the Nadi X yoga pants with built-in haptic coaching. Directly comparable to CuteCircuit in combining smart fabrics with haptic feedback for mainstream and accessibility use cases.
• Nextiles: Nextiles manufactures smart fabric sensors stitched into apparel for biomechanical and biometric data capture in sports and fitness. Comparable to CuteCircuit in embedding electronics directly into textile garments for real-time sensing.
• Ministry of Supply: Ministry of Supply is a tech-forward apparel brand using phase-change materials, machine learning, and performance fabrics. Comparable to CuteCircuit in bridging fashion design with embedded smart-textile technology at consumer price points.

Emerging players

• Myant (formerly Knit): Myant develops textile computing platforms integrating sensors and actuators into everyday clothing for health, fitness, and AR use. Comparable to CuteCircuit in building end-to-end smart-fabric platforms with biometric and haptic sensing.
• Sensoria Health: Sensoria makes smart fitness apparel with embedded textile sensors for activity tracking and rehabilitation. Comparable to CuteCircuit in leveraging sensor-enhanced fabric constructions for wearable performance applications.
• Hexoskin (Carré Technologies): Hexoskin produces biometric smart shirts that monitor heart rate, breathing, and activity for sports, health, and defense markets. Comparable to CuteCircuit in the smart garment category with embedded sensors and analytics software.
• Ohmatex: Ohmatex is a Danish smart-textile developer specializing in textile-integrated sensors and conductive yarns for sports, healthcare, and defense. Comparable to CuteCircuit as a specialist in embedding electronic functionality into fabrics and yarns.
• Sensing Tex: Sensing Tex develops textile sensors, pressure mapping, and conductive fabric solutions for smart apparel and upholstery. Comparable to CuteCircuit in creating sensor-enhanced fabric constructions for wearable and interactive applications.

Broad incumbents

• Google ATAP (Project Jacquard / Levi Strauss): Google's ATAP developed Project Jacquard with Levi's to embed touch-sensitive textiles into mainstream denim jackets. Comparable to CuteCircuit as a much larger player commercializing interactive smart fabrics at scale in apparel.
• Ralph Lauren: Ralph Lauren experimented with the PoloTech smart shirt embedding biometric sensors in athletic apparel. Comparable to CuteCircuit as a global incumbent fashion brand exploring sensor-enhanced garments for sports and lifestyle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CuteCircuit
• LinkedInlinkedin.com/company/cutecircuit-ltd-

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CuteCircuit