Levi Strauss has designed jeans compatible with the iPod
music player.
The new jeans, which will be available this quarter, feature a
joystick in the watch pocket to operate the device, and a built-in
docking cradle and retractable headphones.
The features will be part of the RedWire DLX range for men and
women, and are part of the jeans company’s attempt to win back
market share from thousands of rivals now populating the branded
jeans space.
In the 1980s, Levis became one of only a few brands of jeans
that young people would actively search for in stores, but since
then Levis have become a less popular brand and the company has had
to axe thousands of staff.
With Apple having sold around 42 million iPods, Levi Strauss is
now keen to try to take advantage of the device’s soaring
popularity.
