Levis x Google: Project Jacquard (Branding Magazine, Google, Levis)


Levis and Google have teamed up to create the stylish Project Jacquard, a piece of wearable technology that strives to integrate commuting and communicating, providing cyclists and travellers with easy-access to their smartphone device via interactive panels on the sleeve of a Levi woven jacket.

The jacket is a showcase from Levi and Google, indicating the technological trajectory of both brands. Project Jacquard serves as an effective PR stunt, opposed to a sustained or legitimate product launch. Levi provide the style, Google the substance.

Wearable technology is becoming increasingly more integrated in the daily lives of consumers. Since 2013 and the mainstream inception of the Apple Watch; brands have been attempting wearable innovation in its wake.

The Jacquard is very much a project in it’s initial stages and although the jacket is due to be released to the general public and will be available to the mainstream consumer, it’s production will be extremely exclusive and limited. Project Jacquard perhaps signals a kick-start for Levi, a brand that’s struggled in recent years to truly capture the zeitgeist and attention of lucrative millennial consumers. Brand Google brings obvious connotations of quality and evolution but Jacquard is a unique venture for the search engine giant, as they attempt to combat Apple by breaching the gap between style and technology. The Jacquard Jacket is truly stylish and aligns seamlessly with Levi’s product portfolio, the smart panels are intelligently subtle.

Wearable technology signals a movement towards intimate marketing, strategists need to be aware that consumers are consistently taking technological mediums closer to their personal space, meaning branding impressions must be more personal and tailored than ever. Pieces of wearable technology mean consumers are now engaging with their devices during parts of the day that they were previously absent, the Jacquard gives marketers potential access to a consumers commute, a valuable avenue to capitalise upon.

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