Levi’s Red Wire

  • iPod docking pocket

    iPod docking pocket

  • iPod docking construction & headphones

    iPod docking construction & headphones

  • Sketches for Jeans

    Sketches for Jeans

  • Marketing campaign

    Marketing campaign

  • Marketing campaign

    Marketing campaign

  • Marketing campaign

    Marketing campaign

Project Brief

Redwire is the Levi’s laboratory concept. Levi’s as a brand creates a link to youth culture through music. So the idea was to bring music to denim…via the iPod.
Goose researched the Levi’s consumer, both male and female who use iPods on a regular basis and who would be the type to buy into this product. We also looked at the storage solutions and looked at the issues that people had with their iPods; vulnerability in urban areas, storage with other items and cable management for the headphones. Then we started working on ideas that would benefit the consumer by wearing no hassle iPod enabled jeans.

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