Google, Levi's tie up to tackle wearable technology

01 Jun '15

2 min read

Iconic jeans maker Levi Strauss and a technology giant Google have come together to tackle a new challenge. At Google I/O 2015 on May 29, Google’s advanced technology and projects (ATAP) group unveiled Project Jacquard and named the Levi’s brand its first official partner, Levi Strauss announced on its website.

The goal of Google’s Project Jacquard is to confront the historical limitations of wearable technologies by decoupling the touch interface from the digital device. 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.

“When it came to choosing a first partner for Project Jacquard, the Levi’s brand was a natural fit,” said Ivan Poupyrev, a technical product lead (TPL) for Google’s ATAP group. “Levi’s is an iconic brand with deep Bay area roots — authentic and also highly innovative and fashionable. Levi’s brings to Jacquard their deep knowledge and understanding of apparel, their consumers and what they value.”

“Levi’s has always stayed true to our iconic products, while continuing to introduce innovations that address the current challenges of modern life,” said Paul Dillinger, Levi’s head of global product innovation, who took the stage at Google I/O. “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.” (SH)

Fibre2fashion News Desk – India

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