Would you buy jeans with a four-figure price tag?
Electronics company Samsung and Australian-based denim label Dr Denim are testing the waters with an unlikely collaboration that meets at the intersection of fashion and technology.
On Nov. 1 the denim brand debuted the Z Flip Pocket Denim jean, a high-rise relaxed fit style featuring a front square pocket specifically intended for the Samsung Galaxy Z Flip 3, the latest iteration of Samsung’s foldable smartphone. There are two different designs, “Dash” for men and “Nora” for women. Though steep for a pair of jeans, the $1,100 (1,499 AUD) cost also covers the purchase of the phone.
The denim brand is keeping the drop small, producing only 450 pairs and drawing hype with a limited-edition status. Launched in 2004, Dr Denim has become a staple throughout Australia, offering popular denim for men and women.
“We wanted to take a classic, blue jean and rework it to create a modern and unique take that shows off the Galaxy Z Flip3,” said Mattias Friberg, a representative for Dr Denim. “We feel the new Z Flip Pocket Denim is a welcome, if not limited, addition to the Dr Denim family and we’re thrilled to partner with Samsung to bring these stylish jeans to life.”
This is not the first time Samsung has crossed into fashion territory. Much like denim, foldable smartphones lend well to customization—and Samsung offers many iterations of the Galaxy Z Flip 3 with different color options for the frame as well as the front and back casing. It recently collaborated with designer Thom Browne on a limited-edition range of electronics featuring the fashion label’s signature striped branding, which sold out five minutes after launch.
In October, the electronics company partnered with rising K-Pop artist and singer-songwriter Bibi to debut its Fun Mode Snapchat augmented reality (AR) fashion lenses—which allow users to digitally try on statement-making AR outfits—by featuring in her music video “The Weekend.” Emerging digital fashion designers Ines Alpha, Adiella Bachshe, Taskin Göc, Aliina Kauranne, Gwen Kim and Linxi Zhu developed digital looks specifically for the partnership.
As consumers move deeper into AR and virtual reality (VR), fashion brands are developing new strategies for engagement. Last year, Ralph Lauren teamed with Snap Inc. on shoppable Bitmoji fashion—items that users could purchase and use on their digital avatars. The partnership gave the fashion label branded opportunities both on and off the Snapchat app through chat, games, Snap Map and Bitmoji stories, as well as the ability for consumers to purchase the digital fashion both on the brand’s website and in stores.
The Z Flip Pocket Denim jean is now available for purchase on the Dr Denim website.