Google has partnered with a young UK designer to create what they claim to be are the world’s only ‘really blue’ jeans.

The designs are the latest phase of Google’s alliance with the fashion industry (they’ve previously collaborated with Jeremy Scott and Michael Kors to launch their new Pixel smartphone ‘Really Blue’ edition).

The work of Cambridge-born designer Christian Cowan - who has designed outfits for some of the world’s biggest names, including Lady Gaga and Miley Cyrus - the jeans are designed to match the new phone.

Fresh from his debut runway show at New York Fashion Week, the Central St Martins graduate’s brief was to redefine what we think of everyone’s favourite fashion staple.

Alas, Cowan designed the jeans in the bluest blue after scouring dye houses all over New York City to find an exact match to the phone cover.

Interestingly they also feature just one pocket instead of the usual five - because we do everything on our phones, says Google.

From taking photos, to paying for food and watching TV, smartphones like the Pixel save us the hassle of carrying round a myriad of gadgets.

And, seeing as fashion tech play such a vast part in our lives, it seems only natural that the two should collide cohesively.

The marketing campaign features the true blue jeans modelled by Toby Huntington-Whiteley – the younger brother of Rosie – and others and are available to buy now.