Lifestyle

Astrofit Is at the Forefront of Innovation

Published

4 years ago

November 11, 2020

In any industry, in order to move forward and keep clients happy, businesses need to innovate. Fitness is no different, and the Canadian brand Astrofit is paving the way for a new fitness reality. “We are heavily focused on innovation. One catalyst that pushed us forward was the pandemic. People found themselves at home, needing to move and feel good. Not only that, but once they were able to leave their homes, they still had to adhere to strict safety guidelines, and we wanted to come up with a way to support them fully,” a member of the Astrofit team says.

Astrofit bets on digitalization. “We digitalized a lot of our workouts and programs, as we believe every fitness brand out there should do, since it allows for extra freedom and flexibility. When you’re able to provide digital resources for people, you’re helping to keep them motivated and holding them accountable, and that’s why they go to the gym in the first place. It’s not only about the movements, but about the community and the support, too,” the Astrofit leadership adds.

It’s natural for Astrofit to gravitate toward innovation. After all, the business is funded and run by the decentralized company TripleOne, where users from across the globe make joint decisions on how and where to invest capital and are constantly seeking to expand and innovate with the help of technology.

Astrofit is currently operating out of two locations in Quebec. During the pandemic, they made plenty of workouts available online in order to keep their community active and healthy. “We want to give people a great balance when it comes to training. Building muscle or losing fat is one thing, and then you’ve got the whole mindset of getting truly fit. We want to provide both to our people,” a team member says.

Astrofit is also playing with the idea of both indoor and outdoor workouts. While traditional gyms only focus on indoor training, the Astrofit team knows that there are plenty of benefits when it comes to outdoor fitness as well. “In the summer, people will get a ton of Vitamin D from the sun, and not only that, but it’s fun to be training out in the open. With the current situation, we’re also able to socially distance better outside, so we’re definitely looking at outdoor workouts, absolutely,” the team member explains.

Each workout at Astrofit is focused on two things: to help the client enjoy the movement and to challenge them to perform better. “We really want to select the best program for you so that you enjoy all of your workouts and they don’t feel like a chore. The plan is for you to become self-motivated and for us to simply guide you toward the best version of yourself,” the Astrofit team member comments.

Here, each client is expertly evaluated by the trainers in order to find the exercises and the training style that works for them. While high-intensity may work for one individual, that’s not necessarily the truth for another, which is why Astrofit’s trainers take the time to review everybody’s goals separately and track them.

For more news, updates, and to see expert tips from Astrofit, follow them on Instagram.

Lifestyle

NeuThrone’s AI-Enhanced Sunglasses Bring Privacy to the Fashion World with “Deepfake Camouflage”

Published

1 day ago

November 21, 2024

Michelle Langton

Photo credit: NeuThrone

By: Andi Stark

Privacy concerns have become more prevalent as digital technology increasingly permeates daily life. Advances in artificial intelligence (AI) that can capture, replicate, and manipulate images raise questions about the limits of personal freedom in public spaces.

NeuThrone, a new player in the luxury streetwear market, is tackling these concerns head-on with its VISIONARIES sunglasses. Debuted at New York Fashion Week, the sunglasses offer a novel “deepfake camouflage” feature that disrupts AI systems’ ability to copy human faces. NeuThrone’s founders, Tim Shea and Eze Blaine, have created a brand that merges high fashion with technological privacy solutions—a first in an industry still adapting to AI’s impact on personal privacy.

A Fusion of Fashion and Privacy Technology

NeuThrone’s VISIONARIES sunglasses reflect an emerging trend: blending fashion with function. The brand’s “deepfake camouflage” design addresses a pressing issue for those who are wary of AI’s encroachment on their personal privacy. The eyewear features an invisible watermark that interferes with AI systems like Stable Diffusion, making it difficult for the systems to capture and replicate the wearer’s face. In doing so, the VISIONARIES line goes beyond aesthetics, catering to individuals who seek to limit the collection and misuse of their digital identity.

The glasses’ unique feature speaks to a growing demand for privacy-conscious products. According to a survey by the Pew Research Center, 64% of Americans feel that privacy protections are insufficient in the current digital environment. “People want more control over how their images are used,” says NeuThrone’s CEO Tim Shea. “Our goal with VISIONARIES is to create something stylish yet practical—a way for individuals to take back a bit of their personal privacy.”

The Technology Behind “Deepfake Camouflage”

The technology embedded in NeuThrone’s sunglasses incorporates complex algorithms designed to disrupt AI systems. Normally, AI systems can effortlessly replicate someone’s likeness, based on a small number of photographs. But the sunglasses interfere with this ability, overloading the AI tools with superfluous detail so that they struggle to faithfully reproduce the subject’s face.

Unlike similar products that may compromise style for function, the VISIONARIES glasses remain visually appealing, akin to designs from luxury houses like Yves Saint Laurent or Off-White. Shea and Blaine, veterans from the advertising industry, wanted to create a functional and elegant line. “It’s critical that we create products that blend into daily life,” explains Shea. “We didn’t want this to feel like another high-tech gadget; it’s streetwear with a purpose.”

The glasses’ functionality is inspired by a suite of AI technologies like Stable Diffusion that NeuThrone repurposed for personal privacy. The deepfake camouflage watermark builds on open-source AI tools, adapting them to mask human likenesses rather than recreate them. This technological pivot speaks to a new kind of consumer product where privacy is integrated by design.

A Strategic Debut at New York Fashion Week

NeuThrone debuted with a purposefully provocative launch at New York Fashion Week, where its VISIONARIES sunglasses quickly caught attention. The event provided a platform for the brand to engage directly with an audience of fashion insiders, influencers, and early adopters. The brand’s sunglasses sparked intrigue not only for their style but for their potential as privacy-protective fashion.

By presenting at Fashion Week, the brand captured the interest of influencers who shared the product on social media, leading to further conversations about digital privacy. The event’s visibility allowed NeuThrone to connect with consumers who value control over their digital identity.

The Founders’ Vision: AI for Privacy and Identity

NeuThrone’s founders bring a background in advertising and brand-building to their venture, drawing on years of experience working with major brands like Apple, Nike, and Facebook. Shea and Blaine met while working at TBWA\Chiat\Day, an ad agency where they learned the power of storytelling and branding. With NeuThrone, they are applying that experience to a venture that focuses not only on aesthetic value but also on ethical implications.

For Shea, the rise of generative AI presents both a challenge and an opportunity. “There’s a real anxiety around AI right now—especially about how it’s being used without consent,” he says. “We wanted to offer something that spoke directly to that, something that would empower people.”

Blaine, the Chief Creative Officer, has a similar outlook, believing that brands should reflect cultural shifts. He emphasizes that the design of VISIONARIES is rooted in an understanding of AI’s impact on society and individual autonomy.

NeuThrone’s Market Position and Future Plans

NeuThrone’s VISIONARIES sunglasses are a significant step forward in the emerging market for AI-enhanced luxury products. Unlike traditional brands, which may see AI as a means of production efficiency, NeuThrone applies AI with a consumer-first perspective to enhance privacy rather than solely as a marketing tool. According to a recent forecast by Grand View Research, the global luxury eyewear market is expected to grow at a compound annual rate of 4.1% from 2023 to 2030, reaching over $24 billion. The company’s entry into this market coincides with the trend toward more specialized, tech-driven luxury goods.

The company’s plans go beyond sunglasses, with future releases to expand its “deepfake camouflage” technology into other wearable products. The team has hinted at partnerships with creators across industries, including rappers and filmmakers, who share concerns about digital privacy. The company’s strategy includes a series of limited-edition product drops, tapping into the growing “drop culture” trend in luxury fashion.

NeuThrone’s next release will be auctioned in a Dutch-style format, a nod to the exclusivity that appeals to its target demographic. By meaningfully incorporating AI into luxury streetwear, NeuThrone is not only setting a precedent for privacy-conscious fashion but also responding to a critical societal issue.