Levi and Google partner on "smart" jeans
Levi will be Google's first partner for Project Jacquard
Taking wearable technology to a new level, US denim giant Levi Strauss is joining forces with internet behemoth Google to design jeans that enable a consumer to perform certain actions on their smart phones.
The partnership is part of a 'Project Jacquard' initiative created by Google, unveiled at its annual input/output developer conference in San Francisco late last week.
The goal of the project is to confront the historical limitations of wearable technologies by "decoupling the touch interface from the digital device", Google explained. Jacquard makes garments interactive - simple gestures like tapping or swiping send a wireless signal to the wearer’s mobile device and activate functionality, such as silencing phone calls or sending a text message.
Levi will be Google's first partner for Project Jacquard. Paul Dillinger, head of global product innovation, said: "Levi’s has always stayed true to our iconic products, while continuing to introduce innovations that address the current challenges of modern life.
"In our hyper-digital world, people constantly struggle to be physically present in their environment while maintaining a digital connection. The work that Google and Levi’s are embarking upon with Project Jacquard delivers an entirely new value to consumers with apparel that is emotional, aspirational and functional."
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