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.
- Levi’s Red Wire