Based partially on the success of TEA Iwear was based on the idea of "second skin". Where context aware clothing would, like a TEA phone, adapt and change to meet the needs and wants of the wearer. This meant tackling the whole range of technilogical issues from fiber level electrical components , and resource management to intelligent shoes. It was a marriage of research and industry as many commercial leaders became partners on the frontier. There was a free flowing exchange of ideas and resources.. It was an exploration of technology and fashion where avante garde fashion designer Walter Van Bierdonk served as the creative director.