edoc laundry's wearable Alternate Reality Game has been getting some press lately (via Joystiq) for its novel approach to passing out puzzles and clues. Rather than get cryptic notes sent through the post, attend meetings or buy game cards, edoc laundry requires you to buy their clothing, wear it and keep and eye out for others of its make to solve puzzles. It's so strange it might just work.
From their website:
Our gear tells secrets. Woven into everything we make are hidden messages and codes most people can't see. Edoc clothes break across the traditional categories of street, skate/surf, and classic by creating a new category that spans our entire line: Covert. Every piece of gear is a trapdoor into a hidden world. Check it out. We've gor nothing to hide.
European ARG fashionistas will be hard-pressed to participate; the threads are only available in the USA.
