Google and Levi's come together to tackle wearable technology
The American jeans producer Levi’s has announced its cooperation with the Google Corporation within the framework of the “Project Jacquard”. The goal of this project 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, technical product lead (TPL) for Google’s Advanced Technology and Projects (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, head of global product innovation at Levi’s, who took the stage at Google I/O this morning. “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.”