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Denim brand Levi's has merged fashion and technology to bring out the one-of-its-kind jeans, Redwire, which is compatible with Apple's iPod instrument.
Though Levi's does not sell iPod, the jeans designed for both men and women, merges iPod plug and play technology to provide consumers an innovative way to enhance portable digital music lifestyle.
The features include a special joystick incorporated into the jean's watch pocket.
A tech pack is also 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.
The accessories can be detached from the jeans whenever required.
India is considered one of the fastest growing markets for iPod. Though official sales figures are not available, most of the iPods are available in the grey market below the Rs 10,000 range. The jeans along with the accessories are priced at Rs 9,000 per unit.
"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 on Wednesday.
He said that the limited edition Redwire jeans are the same all over the world. "The jeans carry 'made for iPod' stamp. It works with most models of the iPod available in the country," he added.
