Apparatus and method for providing contextual recommendations based on user state are disclosed herein. In some embodiments, sensor data corresponding to at least one sensor included in an item worn by a user is received. A user state is determined based on the received sensor data. In response to a state change being satisfied by at least the user state, a recommendation is determined based on the user state and a profile associated with the user. The recommendation may be presented on an electronic mobile device associated with the user.