Fashion meets function with Levis, Apple and PDD

The brief

Levi’s reputation has been built on innovation ever since they invented the jean back in 1873, so we had quite a challenge on our hands when their Advanced Innovation Team engaged us to help them inject some fresh thinking into their designs.

What we did

How do you even begin to update something as ubiquitous the jean? With the Levis team, we explored this from every possible angle. Manufacturing and assembly implications, ease of implementation, timescales and what was and wasn’t already patented. The idea we hit upon was that to reinvent the jean, we had to look at the how the social landscape around it had changed. What makes a jeans wearer today different from one back in the 1800’s? Well, not many had an MP3 player in their pocket. We took this idea to Levi’s who immediately put the concept through rigorous feasibility studies and extensive prototyping at their manufacturing site. We then paired up with a fashion consultant to finesse a design, resulting in the Redwire DLX: the first iPod compatible jean. It’s a perfect example of how the ever-changing dynamics of our social landscape allow for some of the most exciting innovation.

Result

Since going into production in autumn 2006, Levi’s have reported that on top of huge sales, the Redwire DLX has added $5 billion to their brand equity.

Client's Comments

"The Levi’s RedWire DLX Jean is the latest extension of the Levi’s brand leadership position by merging fashion and technology that provides consumers with the most innovative way to enhance their portable, digital music lifestyle. In designing the jeans we considered both function and fashion -- the result is a uniquely functional, yet stylish, great fitting jean."

Robert Hanson, Levi’s U.S. brand president.