Levi's Canada wants to puts an iPod in your pocket

BY: 

Dave Forde
August 14, 2006

Levi's Jeans Levi Strauss & Co. (Canada) Inc. has announced a new product just in time for the back to school rush – Levi’s(R) RedWire(TM) jeans. Bringing the world of technology to denim in this unique partnership. Looking to continue to be a strong brand in the under 30 marketing, they’ve putting the cool in your pocket through this partnership with Apple’s iPod.

Two formats will be offered this fall:
Deluxe Technology – Features of Levi’s(R) RedWire(TM) DLX Jeans Include:

  • Easy Pocket Storage – An iPod docking cradle is built into the jeans and is “invisibly” housed within a side pocket. The Levi’s(R) design team took special care to ensure the iPod unit remains neatly and securely stored in the jean, while the iPod “bump” in the pocket is virtually eliminated. The cradle is equipped with sophisticated technology housed in a red conductive ribbon that allows users to quickly and easily remove their iPod from the pocket to view its screen while staying connected. The jean is machine washable once the iPod is removed.
  • “Hip” Controls – A special joystick remote control is built directly into the jeans and sits outside of the jeans’ watch pocket to enable operation of the iPod. Four-way controls allow the wearer to easily play/pause, track forward, track back and adjust the volume control without ever removing the iPod from your pocket.

Agency: APEX Public Relations – Brooke Andrews, Sylvia Sicuso, APEX Public Relations,Phone ext. 226, 255, [email protected], [email protected]

(416) 924-4442

[tags]  Levi Strauss & Co., APEX Public Relations, iPod, Apple [/tags]

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Dave Forde


Dave “The Connector” Forde has been involved in the marketing, public relations and technology industry across Canada for over 20 years in various sales and marketing roles, he launched The Connected One network of business sites which connects buyers to the right sellers. Profectio and PR In Canada covers news about the marketing and public relations industry each day helping professionals advance their career and businesses. He also serves as an advisor to a number of businesses across the country. Find Dave on LinkedIn and Twitter.


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