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sound.Levi Strauss Co. unveiled this week its Red Wire jeans line that work with Apple Computer's popular iPod music player. Levi's Stores in Canada started displaying the jeans late last week while American and European stores rolled out the lines on Monday.Red Wire DLX jeans have a washable iPod dock and soft rubber joystick controller built into the pockets, allowing users to control song selection and volume without even handling the music player. The iPod also fits securely into its own cradle and pocket, eliminating the 'iPod bulge.' The cradle is connected to the iPod with a red conductive ribbon that allows users to easily remove the player and view its screen while staying connected.The DLX jeans retail for $300. Another version without the dock and controller but with iPod pockets, cable holes and retractable headphones sell for $88, says Scott Pettersen, manager of the Levi's Store in Victoria. Both are available in men's and women's styles.Pettersen admits the product isn't flying off the shelves, but there is plenty of interest. "A lot of people have tried them on and they're saying 'wow, this cool,'" says Pettersen. "As the word gets out, they're going to be popular."Levi's is the second major retailer to roll out iPod compatible lines. Nike unveiled its iPod running shoes earlier this summer, and smaller companies have come out with jackets, handbags and even belts that have iPod controls and pockets. More than 60 million iPods have been sold since Apple introduced the gadget in 2001. The iPod has also helped Apple convert PC users to its Mac computers, although Mac is still considered to have less than a 10 per cent share.Levi's kept the rollout of the iPod jeans a low key affair, leaking the concept to some blogs earlier in the year. "I think the reason Levi's kept this so hush hush was that it's a very innovative product and some other brand would have it in less than six months," said Pettersen.He says that outside of the fashion appeal, buyers will also like the security as the theft of iPods from people's pockets, backpacks and handbags is increasing.David Soyka, spokesman for Levi Strauss Canada, said a media blitz is underway to promote the jeans.