An e-commerce agency in Birmingham has completed a digital project with London-based fashion brand Lazy Oaf.
Eastside Co is working with the independent label on the launch of augmented reality (AR) shoes.
The feature, which is available to view on mobile devices, allows customers to see a full-scale, 360-degree, 3D version of its new shoe collection before deciding whether to buy or not.
A zoom function also allows users to see all the details of each pair.
Lazy Oaf worked with famous footwear name Dr Martens to create four new shoes, the third time the two brands have joined forces on a project.
Eastside Co, which was founded in 2013 and is based in Digbeth, works with businesses around the world to design and develop bespoke e-commerce sites and apps.
The agency also provides digital marketing services for retail brands that embrace advances in technology.
Founder Jason Stokes said: "Lazy Oaf and Dr Martens are at the forefront of fashion and look at ways to innovate and improve how their technology-savvy customers shop with them.
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"Utilising AR is a practical way for fashion lovers to get up-close with products.
"The idea is to help customers with hectic lifestyles who are shopping on the go to quickly visualise and explore their chosen products from the comfort of their own space.
"It's also important as consumers are increasingly becoming more eco-conscious and want to limit return deliveries."