Project Jacquard by Levi's and Google.

The first product from Project Jacquard comes in the form of a Levi’s Commuter denim jacket – aimed predominantly at cyclists – that will allow wearers to control their music, answer calls and even respond to messages. The jacket will be compatible with Google Apps such as Google Maps and Google Messaging, as well as Spotify and athletic activity tracking app Strava.

By weaving sensor grids, miniaturised electronics and imperceptible circuit boards into the jacquard fibers, the jacket is completely indistinguishable from other Levi’s clothing.