LOOMIA aims to give the power of data collection from the end-user's physical presence back to the consumer. By using the blockchain to allow serverless and secure communication for the data that's collected, the individual will be able to choose how to share or sell it.

To elaborate, there are registries of user IDs and products on the blockchain. Since the platform is serverless this is required to ensure data authenticity. Also we are using blockstack behind the scenes which has its own needs for a blockchain including incorruptible routing tables.

Not only is the blockchain secure, it's also transparent and immutable - meaning that the metadata that's collected can be audited and inherently trusted by all parties, rather than current industry methods which could be altered to fit one particular player's benefits.

Lastly, if you do decide to share or sell your data, the rewards will be paid in LOOMIA tokens - you can read more about that here on Forbes.com https://www.forbes.com/sites/rachelarthur/2017/09/08/data-from-your-clothing-could-soon-earn-you-digital-currency-thanks-to-this-blockchain-integration/#566f981e6f99.