Google Wants to Get in Your Levi’s
Project Jacquard textile (for denim) responds to haptic feedback, empowers consumers to keep focus on the world around them
Your future pair of denim jeans just got a hell of a lot more stylish, if you choose to buy them from Levi’s. On Friday, the clothing brand announced its partnership with Google ATAP Labs team that will revolutionize wearable fashion with a material known as Project Jacquard.
Created by Google, the textile is a platform with digital connectivity that will enable the control of phone features from the surface of a garment. Levi’s consumers can expect their apparel of the future to react to haptic feedback, such as touching your jeans to silence a phone call during a meeting or pushing a button on your denim jacket to remember the location of a restaurant as you walk past.