The new French brand Denim Code created interactive jeans that make it possible for the future purchaser to have access to audio-video contents from the clothing.

Thanks to a special free downloadable software, the consumer will be able to capture with his mobile the image of some kind of intelligent bar code embroidered or printed on the clothing, called the tag. He takes a picture of the label that will enable him to watch clips, movies or all kinds of shows.

The 200 models of the men and women collection become evolutionary, thanks to a daily update of the content of the denim code tag. They will be available for sale through a multi-brand distribution network, and will be launched starting from April 07, in the 180 m2 showroom shop in the Etienne Marcel district in Paris.

Presented at the last Exhibit Who’s Next at the beginning of month, the jeans of the young French-Dutch brand Denim Code are nothing else other than the Web 2.0 of jeans, according to Christian-François Viala, one of the founders of the brand.

The small stroke of genius of this mark, the tiny plus that tickles us for the geeks is the intelligent use of a QR Code, these codes bars that are widespread in Japan. A QR Code is a matrix code or 2 dimensional bar code created by Japanese corporation Denso-Wave in 94. The « QR » is derived from « Quick Response », as the creator intended the code to allow its contents to be decoded at high speed.

The idea is that, once your Denim of digger bought, you take a picture of the code sewn onto the…well, the… in short, the belt with a mobile phone. A Javascript makes it possible to interpret it and to connect you to the webserver of the brand.

Once connected, videos and interactive contents, etc. are offered to you. A little top is expected to hit the markets for a price between $35 and $75; and the jeans will cost between $45 and $80.