Smart technology is an evolution.
This week Levi’s unveiled the second generation of the Levi’s Trucker Jacket with Jacquard by Google, the brand’s ongoing project to develop denim apparel that connects wearers to their smart devices through simple gestures.
As with the original version of the Jacquard-equipped Levi’s Trucker, which debuted at retail in 2017, the new version features an expanding range of abilities, accessible via gestures on the cuff that are conducted through the Jacquard Tag, which is smaller than a stick of gum, Levi’s reported.
Through the tag, wearers can access navigation, ride share apps, weather and traffic reports, messaging, music and more. New features will be added regularly.
The technology is also available at a more accessible price point. Whereas the original Levi’s Trucker with Jacquard by Google retailed for $350, the new collection includes a men’s and women’s classic Trucker jacket for $198 and a Sherpa Trucker jacket for $248.
The styles are lighter and offer greater flexibility that the original, Levi’s noted. The jackets are available at select Levi’s stores and at Levi.com.
“We’re excited to continue this journey with our partners at Google ATAP,” said Paul Dillinger, Levi Strauss & Co.’s vice president of global product innovation. “Two years after we first launched Jacquard, the technology has become smaller and more discrete, more affordable and more useful. But the premise and purpose remain the same: You can keep your phone in your pocket and your eyes on the world around you, staying connected without being distracted.”
The brainchild of tech giant Google, Project Jacquard was first announced by Google’s Advanced Technology and Projects (ATAP) group at Google I/O 2015, where it named Levi’s as its first official partner.