Jeans company parades iPod-compatible denim


Jeans company parades iPod-compatible denim

Antony Savvas

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.

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