When Google’s Advanced Technology and Projects (ATAP) group announced iconic American brand Levi’s as the first official partner of its Project Jacquard endeavor, most people assumed jeans would be their first product.
But at the tech giant’s annual I/O developer conference last week, a Jacquard-enabled jacket debuted: a trucker style that’s part of the brand’s “commuter” collection of clothes designed for urban cyclists.
“For us as a brand there had to be a need, a problem to be solved. This was the solution that came out of it,” explained Paul Dillinger, head of global product innovation at Levi Strauss & Co., speaking Tuesday at Wear Conference (May 24-26) in Boston. “A garment that can respond to social media buzz is interesting, but one that can help you ride a bike safely is necessary. We didn’t want to take on a project that seemed nifty and cute.”
Read more at Sourcing Journal.