Levis to merge fashion and technology
By siliconindia   |   Thursday, 07 December 2006, 18:30 IST
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Bangalore: To be more competitive in the Indian market Levis is merging fashion and technology. The denim brand has designed a new jeans 'Redwire' with a difference. It comes equipped with accessories compatible to Apple's iPod instrument. It is speculated that India is one of the fastest growing markets for iPod. In the absence of official sales figures it can be noted that most of the iPods in the grey market are available below the Rs 10,000. The jean along with the accessories is priced at Rs 9,000 per unit. A tech pack is sold with the jeans. The tech pack includes six docking cradles to hold various models of the iPod, an ear-phone set with retractable wires and a device that interfaces in the iPod with the technology of the jeans. It has a special joystick incorporated into the jean’s watch pocket. The jeans are designed for both men and women. And the coolest option is that the accessories can be detached from the jeans whenever desired. Levi’s has merged iPod plug and play technology to provide consumers an innovative way to enhance portable digital music lifestyle, though it does not plan to sell the iPod. The limited edition Redwire jeans are same all over the world. The jeans also carry ‘made for iPod’ stamp wherein most models of the iPod available can be accommodated. "The Redwire jeans are the result of 18 month-long R&D cycle during which designers and developers from Levi’s worked closely with the team at Apple to come up with this product. It signals a new step in the ongoing integration of our lives," said Levi’s India marketing director K. Venkataramani.

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