Levi’s New Google-Equipped Trucker Jacket

Using Jacquard by Google, a simple denim jacket can provide directions, read you the news, alert you of texts and calls and more

Levi’s introduced the first jacket equipped with Jacquard by Google years ago with the intention of servicing cyclists and keeping them off their phones while riding. Called the Commuter, it had a bulky sleeve with the technology woven within. You could program readable gestures to trigger directions, music, texts and calls. But, it cost over $300 and had an inherently niche audience. Now, Levi’s aims …

Project F.L.X. at Levi’s Customization Studio in DTLA

Revolutionizing the future of jeans with tech from the denim brand's San Fransisco Eureka Labs

“That canvas, for generations, has been the ultimate form of self-expression.”

Levi’s Turns to Lasers for Ethical Jean Production

As denim distressing and various washes wax and wane in attention, hand-finishing and chemicals are used to achieve the look of the moment. Levi’s, however, wants to cut out all hazardous chemicals by 2020. Hailing from their innovation department, known as Eureka Lab, Project FLX (Future-Led Execution) is a brand new technique that substantially reduces harmful chemicals, replacing them with the activity of lasers. An …