'Smart' denim promises touchscreen tech clothes

A young man in a white t-shirt pulls on a dark blue denim trucker jacket, tucks his smartphone in an inside pocket and puts in-ear headphones in his right ear. He mounts a fixed-gear bike with flat, slightly curved wide handlebars. Riding through the streets of San Francisco, he occasionally taps or swipes his right hand over the left cuff of his jacket, as the directions he's listening to continually pop up on the screen of this advertisement.