The augmented reality application has been co-developed with interactive media specialist Kangaroo, and uses HP’s Aurasma app and is on show on stand F66N.

Live content plays when the t-shirt is viewed via a tablet or smartphone using Kangaroo’s implementation of the app.

Potential applications include branded t-shirts at music gigs, with added-value extras such as album tracks or video available to those who purchase a garment.

"A lot of young people will access media in this way, because they’ve grown up through apps," said Kangaroo director Sonny Sharma.

Separately, Magic Touch managing director Jim Nicol said demand for transfer printing onto binders and hard surfaces had "gone berserk."