Levi's goes for wearable technology. The denim brand is the first partner from the fashion segment that will team up with Google for its newly launched Project Jacquard, a new system for weaving technology into fabric, transforming everyday objects, like clothes, into interactive surfaces. Project Jacquard will allow designers and developers to build connected, touch-sensitive textiles into their own products.

“Levi’s has always stayed true to our iconic products, while continuing to introduce innovations that address the current challenges of modern life,” said Paul Dillinger, Levi's head of global product innovation. “In our hyper-digital world, people constantly struggle to be physically present in their environment while maintaining a digital connection. The work that Google and Levi’s are embarking upon with Project Jacquard delivers an entirely new value to consumers with apparel that is emotional, aspirational and functional.”