Have you ever found yourself opening your phone for no reason? Then proceeding to open an app, followed by another, and another? You toggle between various social platforms for ‘a little while’ only to find you’ve spent upwards of an hour (or two, or three) doing nothing but staring at your phone?
Levi’s® Trucker Jacket with Jacquard™ by Google is a revolutionary product that seamlessly merges Levi’s® iconic style with the technology of Google to enhance wearers’ experience of the world. The tech is built into the fabric of the left cuff, providing an interactive interface that pairs to your phone. You can perform simple actions on the cuff, and receive alerts through the Tag so you’re in control and connected without looking at your screen.
These jackets aren’t designed to do *everything* – they’re simply meant to perform a set of actions that can make your life on the go a little easier, and limit the amount of time spent looking at your screen. You can tailor a set of gestures to trigger a certain function on your phone – whether that be answering a call, skipping to the next song, checking the weather, or ordering an Uber – the list goes on.
To launch our most exciting collection yet we invited media, thought leaders and friends of Levi’s® to Sydney’s Carriageworks to connect, share and learn about the Levi’s® Trucker Jacket with Jacquard™ by Google.
Our guest of honor ventured all the way from San Francisco: Paul Dillinger – Levi’s® VP, Head of Global Product Innovation.
Dillinger is one of the masterminds behind the collection, and reflects candidly on Levi’s® journey with wearable technology: “we’re excited to continue this journey with our partners at Google ATAP,” notes Dillinger. “Two years after we first launched Jacquard™ – the technology has become smaller and more discrete, more affordable and more useful … but the premise and purpose remain the same: you can keep your phone in your pocket and your eyes on the world around you, staying connected without being distracted.”
To accompany the launch, we also worked with our friends at AKQA to create ‘The Hall of Distractions’, a large-scale immersive experience that confronted audiences with one year of a mild smartphone user’s notifications, condensed into a 30-minute cacophony of sound and light.
“We created the Hall of Distractions in an attempt to help people understand the scale at which screens and algorithms have gained command over our lives,” explained AKQA APAC Executive Creative Director Tim Devine. “The average user spends 56 days of the year on their phone – and that’s not without cost, we pay for it with the dreams we never pursue. That’s what makes products like Levi’s® Jacquard™ by Google so important. It gives us a new interface through which we can use technology, and gives us back the attention we’d rather be placing on our own lives.”