The technology consists of embedding the shoes, manufactured in white or black, with an area with a flexible screen with e-ink technology connected to a Bluetooth receiver that interacts with the application installed on the smartphone. This feature allows the user to change not only the colors but also the patterns. Symbols can be developed as well, giving a more personal touch to the shoe.

iShüu Technologies, the Lithuanian company behind this project, launched a campaign fundraising in Indiegogo.

According to the campaign page the money raised during the pre-orders period will allow the company to pay for the FCC & CE testing, tooling & mass manufacturing, refining the iOS and Android App, roll out an efficient online platform for users to purchase and sell smart shoe design patterns and accessories.

In their own words: “In a way we just might be on the verge of creating a new micro industry for the world, but it is clear we cannot do it alone. Even simply spreading the word will be of tremendous help to making this a reality.”

The shoes are only available around Christmas this year and are being "ordered" at 249 US dollars a pair (pre order price for Indiegogo exclusive).