“Rejected,†this is the first time that Google and the fashion industry executives introduced “wearable technologyâ€. Recently, Ivan Poupyrev, who led Google’s most mysterious department, Advanced Technology and Projects (ATAP), explained: “When we started talking to various brands and companies, we only got rejection, technology is considered It’s something strange. We have to narrow the gap and reduce the suspicion. Fabric is the only way.â€
Realizing that future wearables for fashion products will be more oriented toward smart textiles than smart devices – such as Google’s Google Glass smart glasses or Apple’s Apple Watch smart watch, driving Silicon Valley’s Google’s advanced technology and project department Launched the "Jacquard Plan" (Project Jacquard). According to Google, “Jacquard fabrics can weave any kind of textiles through touch technology and interactive gestures through standard industrial weaving machines. Daily objects such as clothes and furniture can be transformed into interactive surfaces.†The product is a truck driver jacket developed in collaboration with Levi's and will enter the store in September 2017 after a delay of several months.
The South Southwest Interactive Festival in 2017 was held in Austin, Texas, USA. Poupyrev and Levi's global product innovation director Paul Dillinger opened or will be released in a roadshow that will be extended in a few months. Machine washable denim jacket for $350. The wearer can control their mobile device through a piece of fabric on the left hand cuff. Google and Levi's call it the Jacquard Tag, which plugs into the sleeve and connects between the sleeve and the mobile device.
The wearer can receive reminders such as important calls through interactive tactile screens and LED lights, and issue commands such as pausing songs, viewing weather forecasts, and planning trips. “What I want to do is that people can sit down and eat, and don’t have to look at the phone,†Dillinger said. “There are a wealth of choices for command input and output.â€
But this is enough to make this Levi's commuter truck driver jacket loaded with Google Jacquard technology (English name "Levi's® CommuterTM Trucker Jacket with JacquardTM by Google"), is it really popular with consumers? BoF talks face-to-face with Poupyrev and Dillinger to reorganize product evolution and measure market potential.
Reporter: Why does Google want to develop the "Jacquard" product?
Ivan Poupyrev: There are many reasons. One of them is that we are very interested in wearable devices. Wearables have always been out of fashion. But on the same loom, you can now make millions of shapes, colors, patterns of fabrics, bridging the gap between technology and aesthetics.
When we think about "smart clothing," we think that to make technology a part of clothing, the most difficult thing is to solve the problem of originality. For fashion and clothing products, people usually think of the appearance and touch, but in fact, the story and originality behind the clothing makes it fashionable. What matters is not just the beautiful fabric or color, but the entire creative process. This is how people understand fashion design.
Google is not a company that makes clothes. We basically don't have this kind of DNA. The starting point for engineers to think is function, and the artist's thinking is indeed holistic. I took the jacquard project to Levi's, to Paul and his creative team, and for them it suddenly became a real thing. They began to understand that wearables might also be part of the clothes themselves, not like strange, exotic smart devices.
Reporter: Paul, why is Levi's attracted by Google's proposal?
Paul Dillinger: This loom, we produced denim fabric for us before we started this project, we will still use this loom in the future. One of the most genius elements of this technology is that Google is working very hard to advance engineering to work in the existing supply chain. This supply chain is not newly invented, it is the original clothing supply chain.
Everything can be used for some purpose, but nothing can do everything. But if everything in your life can be used to do something very important? We are here to see the potential. This dress embodies the idea that we are excited about – the idea is: suddenly, a piece of clothing functions more than before. It's important to have a concept that makes you feel very attractive and enjoyable.
Reporter: Although it has not yet started selling, this project has been discussed in other media and other spaces for three years. Why can't people buy it?
Dillinger: Here we want to talk about the essence of this dress. Any statement, article, or discussion can't really make people understand that you find your coat, a coat that didn't respond at all, and suddenly it will be activated. When your coat is slightly vibrating, open a conversation with you to remind you to look at the sleeves, which will remind you of the people you love. You love them, so you will allow this jacket to show the information they sent you when you drive home. Or maybe you slide on your coat for the first time and your favorite song starts playing. This is the happiness that can only be gained through experience. So for us, creating this kind of experiential activation is important. First you will see the magic of sliding with your fingers, then you can try on your size. This is not a concept, it is an object in the process of multiple production of clothing. We need people to touch, feel, and understand the clothes that went on sale this fall, and the price of the clothes will not be very high.
Poupyrev: For us, what we have done before is that this kind of in-depth exploration will become the concept of a software platform for the clothing itself. I personally support wearables, but these devices only have a single function. The problem that will arise soon is that the two split. Our jacket, the layer of clothing and the layer of software are superimposed. The idea is that the deeper you look at clothes, the more you realize that clothing itself makes sense. You have to make all the features reconfigurable and flexible. In your ever-going life, clothes are your friends. It will take a year to make it clear. You need a new language to tell the vision. This vision will also become a reality in the September release.
Dillinger: I also believe that our potential for understanding and the value of our goals will continue to evolve. Levi's has continued to grow in building relevance, but has always been proud of its ability to create lasting value. People's participation is cyclical, for a reason – we really like the trend, but this jacket has the potential to give people a new look at the new types of clothing that will emerge in the future.
For us, this still satisfies people's need for seasonal change, but at the same time it can be implemented in the form of a reconfiguration of digital values, rather than completely changing the object. There may also be a concept of emotional persistence. Let us imagine other ways to address the challenges of sustainable development. Although the truck driver jacket is an enduring style, we will continue to do different iterative versions. Perhaps this jacket was originally designed to be worn by people when riding a bicycle, but it is also convenient to configure it for a music festival or evening entertainment, which goes beyond the potential use of any other apparel. You can build true resonance and friendship with consumers in a really fresh way.
Evaluation:
Expectations: First and foremost, this jacket promises to improve your safety while riding a bicycle and reduce stress by reducing the need to take your time to check the phone, view the route or answer the phone. If you want to reduce the time it takes to view the screens of various devices, this jacket can also be set more casually. But if you want to succeed, this jacket has to be done better (of course, the embedded technology is seamless and invisible), in order to maintain the integrity of the cut, and not why smart gadgets. The high quality of the jacket designers and the depth of the partnership have raised expectations - but wearable technology has largely not been spurred.
First impression: This jacket retains Levi's traditional commuter truck driver jacket style and style, the tail can be stretched more, the back of the denim elastic design is easy to move. The jacket is made from Levi's classic 3 x 1 indigo tannin, which is woven on this loom like other Levi's products. There is nothing on this jacket that can't stand the scrutiny or redundancy. This jacket does achieve its goal for its target audience, which is a commuter who wants to ride a bicycle happily. It is very sincere to use the magic interactive patch that can be illuminated in different colors when the word is touched or tapped.
But the lightweight jacquard label (the principle is to weave the smart device into the garment and communicate with the wearer's mobile phone), although it can be easily clipped in the sleeve, and the design is very clever, but for some people will still be idle stand up. Moreover, even the most successful wearable device is the main reason for the fire: there is only one reason for fitness: even Apple Watch is no exception. A 2016 survey found that 79% of Apple Watch wearers use it for fitness and health indicator monitoring. According to research firm Canalys, Apple Watch sold 6 million units worldwide in the fourth quarter of 2016, accounting for 80% of the smart watch market. Then, the number of commuters that are useful or necessary for this limited-capacity jacket may still be small – no matter how fascinating the jacket can be.
The greatest potential: this special textile fabric has its greatest potential. Wearable technology that can be embedded directly into objects can be beautiful and elegant. The 3 x 1 Denim denim fabric used in the jacket is seamlessly woven into Google Jacquard technology, and it's hard to see what's special. Google and Levi's showcased fabrics woven into Jacquard at the south-south-south conference, and the looms for fabric production came from Japanese factories producing Lanvin, Chanel and Prada. These fabrics include a pattern of sugar-pink cotton with a geometric pattern and a sturdy tweed, which is a testament to the development of this beautiful technology.
However, perhaps the most compelling element is the ability to upgrade with constantly updated software. Dillinger, who leads Levi's sustainability business, believes the technology has broader potential to reduce new waste.
Disadvantages: Google and Levi's have designed a viable, interactive wearable technology, as Dillinger said, "Our understanding of our goals and the potential for value understanding will develop." But this denim jacket can only serve For a small group of people, they must like this design very much or feel that this technique is very useful. It will be exciting for the two companies to collaborate to develop more products and solve broader problems in the future. For example, adding payment functions or speech recognition, these two functions are currently not possible through jacquard technology. If it can be achieved, this jacket can still be considered novel.
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