Shipments of smart and connected garments are expected to hit 10.2 million units annually by the end of the decade.

According to new data from market intelligence firm Tractica, while the market is currently in its infancy, thanks in part to the growing quantified self movement and to the fact that sensor-embedded clothing really does seamlessly integrate into people’s lives (often more easily than smart glasses, wristbands or smartwatches), sales are set to take off.

“The ultimate wearable computer is a piece of smart clothing that one can wear as a garment or a body sensor that can track and measure specific vital signs,” says research director Aditya Kaul.

As well as aligning with consumers’ sense of style, items of clothing, from socks to shirts can also potentially track or monitor biometrics or vital signs that the current generation of wearables cannot, due to how they’re worn.

This physical proximity has already been embraced by professional and amateur athletes alike and the trend is now set to expand to the consumer market, too.