【Mother】

Some things are Motherbetter left dumb.

Flip flops, for example, sure seem like one of those things. A few straps and a comfortable sole is all you really need to get the most out of the poolside footwear, but that hasn't stopped the high-end flip flop artisans at Hari Mari from teching up the time-tested classic.

And just what magic has the Texas-based shoemaker brought to the lounging game, other than the questionable premise that someone should pay $110 for a pair of flip flops? That would be a low-range chip embedded in the shoe that communicates with a smartphone app and helps the company gather data on its customers.

Yup, it's a flip flop that helps target marketing emails.

SEE ALSO: Apple’s Smart Pen Patent Is Not What You Think

According to Fast Company, Hari Mari founders Jeremy and Lila Stewart wanted a better way to gather data on customers who bought their products through third-party retailers like Huckberry. They got the idea of installing chips in their products from NFL running back Emmitt Smith, who places a similar device in his gear so that people can make sure it's authentic.

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Original image has been replaced. Credit: Mashable

Which, sure, if you want to smoke out knockoffs, that sounds like a great way to do it. But that's not what the chip in the new line of Hari Mari Nakona-leather flip flops does. Instead, it pairs with the "Hari Mari x Nokana" app and hooks you up with spam.

Or, in the words of Fast Company, it allows you to "communicate directly with both brands."

Nothing quite like chilling at the beach, sipping a cool brew, catching up with old friends and having your shoe pair with your cellphone to fill your inbox with garbage.

“For us, this is the beginning of a broader experiment,” Lila Stewart told the publication. “If this works well for us, I could easily see this becoming the norm in the fashion industry.”

That's right, one day all of your garments could pair with smartphone apps that better help retailers track your every move.

The future, ain't it grand?

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