January 11, 2006
Levi Strauss Debuts iPod-Ready Jeans
LOS ANGELES -- Call it the 21st Century watch pocket.
Denim giant Levi Strauss said on Tuesday it had designed jeans compatible with the iPod music player, featuring a joystick in the watch pocket to operate the device.
Apple Computer Inc.'s iPod is the No. 1 digital music player. The company on Tuesday attributed a 63 percent jump in holiday quarter sales in part to the iPod's popularity and said 42 million of the devices have been sold to date.
Levi's is not the first company to feature iPod-friendly apparel, although it may be the first to make iPod-compatible jeans.
Haute couture fashion houses began featuring pricey iPod carrying cases after the device's 2001 launch, while outdoor company Burton Snowboards unveiled what it called the first iPod-compatible waterproof snowboarding jacket in 2003.
Last fall, Los Angeles-based manufacturer Kenpo launched men's jackets selling at Macy's for between $275 and $350, featuring iPod controls on the sleeve.