The Eureka Innovation Lab 360° Experience takes viewers on a virtual tour of the lab which is dedicated to design, research and creative development

The Eureka Innovation Lab 360° Experience takes viewers on a virtual tour of the lab which is dedicated to design, research and creative development

In a bid to reveal the technology behind its product design and development, jeans giant Levi Strauss & Co has launched a new online experience providing an interactive behind-the-scenes view of its denim innovation lab.

The Eureka Innovation Lab 360° Experience takes viewers on a virtual tour of the lab, which was launched in 2013 and is dedicated to design, research and creative development – including advanced prototypes such as the Levi's Commuter Trucker jacket with Google ATAP's Project Jacquard technology.

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According to the company, the experience unveils the  brand's "denim atelier of the future," allowing viewers to click through "hotspots" to reveal insights into the innovation, know-how and craftsmanship that goes into developing a pair of jeans.

"I think we realised when we built Eureka a few years ago, we had an opportunity to define the future," says Bart Sights, vice president of technical innovation.

Now, for the first time, viewers can watch experiments with fit, finishing and fabric and see various machines and processes from industrial-sized washing machines to a laser machine, and inflatable legs that jeans are fitted onto so they can be sanded for wear patterns.

The experience also allows customers to see the latest product launches, including the new 501 Skinny, and simultaneously shop the collection.

The Eureka Innovation Lab 360° Experience is available through the Levi's website.

Last month, the jeans giant released a guidebook – 'Managing Health at the Workplace' – as part of its 'Worker Well-being' initiative that seeks to improve the welfare of people that make Levi Strauss products.

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Meanwhile, the company saw net sales increase slightly in the fourth quarter, up 1% to US$1.29bn from $1.28bn in the year-ago period. 

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