Some things are better 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. 。

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. 。Mashable Light SpeedWant more out-of-this world tech, space and science stories?Mashable Light SpeedWant more out-of-this world tech, space and science stories?Sign up for Mashable's weekly Light Speed newsletter.
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"Is that your shoe texting?"Credit: Hari Mari  。 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。

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. 。

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“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.”

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

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The future, ain't it grand?

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