Rebrand (Levis as music source)

Once it was wearable computing, but that seems so long ago.
Now it's all so easy - well, by the Autumn of 2006, anyway.

The Original Denim Brand Kicks Off the Next Revolution in Digital Music Storage

The Levi's(R) Brand Launches First iPod Compatible Jeans Worldwide

SAN FRANCISCO--(BUSINESS WIRE)--Jan. 10, 2006--The Levi's(R) brand, the denim authority, is launching a wearable technology revolution with the introduction of new Levi's(R) RedWire(TM) DLX Jeans, available worldwide in fall 2006. Designed for both men and women, the jeans seamlessly integrate iPod plug and play technology giving music enthusiasts the most innovative and fashionable way to enjoy music on the go. The jean is designed to be compatible with most iPod systems and features include a special joystick incorporated into the jeans' watch pocket to enable easy operation of the iPod.


"The Levi's(R) RedWire(TM) DLX Jean is the latest extension of the Levi's(R) brand leadership position by merging fashion and technology that provides consumers with the most innovative way to enhance their portable, digital music lifestyle," said Robert Hanson, Levi's(R) U.S. brand president. "In designing the jeans we considered both function and fashion -- the result is a uniquely functional, yet stylish, great fitting jean."

Design features include:

Easy Pocket Storage -- An iPod docking cradle is built into the jeans and is "invisibly" housed within a side pocket. The Levi's(R) design team took special care to ensure the iPod unit remains neatly and securely stored in the jean, while the iPod "bump" in the pocket is virtually eliminated. The cradle is equipped with sophisticated technology housed in a red conductive ribbon that allows users to quickly and easily remove their iPod from the pocket to view its screen while staying connected. The jean is machine washable once the iPod is removed.

"Hip" Controls -- A special joystick remote control is externally designed into the jeans' watch pocket to enable operation of the iPod. Four-way controls allow the wearer to easily play/pause, track forward, track back and adjust the volume control without ever removing the iPod from the pocket.

Handy Wire Retractor -- A handy retractable headphone unit has been built directly into the jean to help prevent tangles and efficiently manage the iPod earphone wires.

The new Levi's(R) RedWire(TM) DLX jeans have been developed to be practical and leading-edge in their aesthetic. A crisp white leather patch and joystick, bluffed back pockets with hidden stitching, and clean minimalist buttons and rivets allude to the iPod's famously pure design. Special care has been taken to marry the physical design with a great-fitting jean.