July 12, 2025

Google designs "networked" smart denim jacket for bicycle commuters

At the Google I/O Developers Conference last year, Google unveiled a groundbreaking concept: a "networked" smart denim jacket tailored for bike commuters. A year later, that vision has finally become a reality. The collaboration between Google and Levi’s has resulted in a high-tech jacket that integrates gesture-sensing technology into everyday wear. The smart denim jacket is set to launch on Wednesday, September 27, with a price tag of $350 (approximately ¥2,321). Designed by Google's Advanced Technology and Projects Group (ATAP) and Levi’s, the jacket features multi-touch sensors woven directly into the fabric. This allows users to control various functions—like answering calls, sending messages, adjusting volume, or using Google Maps—simply by tapping or swiping on the cuffs. No need to pull out your phone while riding; the jacket connects wirelessly via small embedded devices in the sleeves. Google highlights that the jacket offers a range of intuitive interactions. Users can pause or play music, navigate, or read incoming texts by sliding or tapping the sleeves. The jacket also provides tactile feedback and light alerts for notifications, making it easy to stay connected without constantly checking your phone. Customization is possible through a companion mobile app, allowing users to reconfigure gestures based on their preferences. It works seamlessly with both iOS and Android devices, despite being developed by Google. On Levi’s website, the brand notes that the jacket is fully washable once the sensor label is removed, just like regular denim. However, the cuff area feels slightly stiff due to the embedded sensors, which might be uncomfortable for some. That said, the rugged denim fabric helps mask the stiffness, making it more comfortable than softer materials like cotton. While the tech is impressive, the question remains: how much demand will there be for this product? After all, many of the same functions can be achieved with a smartphone and Bluetooth earbuds. For instance, Apple’s AirPods allow users to interact with Siri without touching their device. Still, using one hand to tap the sleeve while cycling could be more convenient than fumbling with a phone. Whether this innovation is worth $350 is debatable. But Levi’s smart jacket isn’t necessarily about mass production—it’s more about proving that wearable tech can be integrated into clothing. It’s a test to see how consumers react to smart garments and whether they’ll actually use them in daily life. The jacket will be available in select physical stores starting Wednesday, including Kinfolk in Brooklyn, Fred Segal in West Hollywood, and Concepts in Boston. Online availability begins on October 2nd, with additional options at selected Levi’s stores.

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