Levi’s And Google Release Smart Jacket That Can Answer Your Calls And Take A Selfie

Levi’s And Google Release Smart Jacket That Can Answer Your Calls And Take A Selfie
B&T Magazine
By B&T Magazine



What happens when you put a team of fashion designers and a team of technologists in the same room?

The Levi’s Trucker Jacket with Jacquard by Google is the result of such a collaboration.

The aim of the smart jacket is simple: get people touching their phone less.

A small chip is inserted into the lefthand cuff of the jacket, while smart fibres located in the same area are capable of sensing hand movements.

The jacket is not looking to replace a product like an Apple Watch. Its capabilities are mainly around controlling music, navigation, camera and showing notifications.

Rather, it is about taking smart technology and applying it to something that we already use. This is to avoid another smart device ending up in “the back of your sock drawer”, said Levi Strauss & Co VP global product innovation Paul Dillinger.

“We’re taking an iconic Levi’s form, the jean jacket that we’ve known and loved for 53 years, and we’re adding this new technology component that allows touch and gesture on the cuff of the jacket to become a method for interacting with the digital utility of your smartphone,” he continued.

“The thinking is, if everything in our life can do a little extra, then there’s nothing in our life that has to do everything.”

Levi’s has previously launched the same technology on commuter jackets two years ago, and the Jacquard by Google technology is also available on a backpack.

And while there is no way to know whether this type of technology will take off, Levi’s latest venture marks another significant brand repositioning move for the denim stalwart.

The company has placed a strong emphasis on sustainability in recent times, while its 2017 ‘Circles’ campaign championed inclusivity.

Dillinger said the Trucker Jacket with Jacquard by Google is about making sure the company is ahead of the curve.

“I don’t think it’s up to use to say what the future is going to be, but I think it’s my job to make sure we’re the first there.

 




Please login with linkedin to comment

Google Levis smart jacket

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]