If you happen to be walking down the streets of New York next week–and your fashion sensibilities tend to go against the grain–don’t be surprised if someone comes over to hand you a pair of New Balance kicks. On September 6, the first day of New York Fashion Week, the sportswear giant will set up a booth in Soho with cameras facing out in every direction, scanning the hoards of people walking the streets of the city. Given that there will be dozens of fashion events throughout the city that week, pedestrians will be in town from all over the world, dressed in their most stylish outfits, ready to see and be seen. But New Balance isn’t interested in the people who are on trend. The company has worked with the marketing agency VML to develop technology specifically designed to identify people who don’t look like everybody else. Read more at Fast Company.