In tune with its young consumers, the Levi's brand is adding a
fashionable, steel mobile phone to its range of lifestyle accessories.
The Levi's phone embraces mobile technology and enables young people
to connect, enjoy music, exchange images and videos whilst on the go.
The functional essence of the Levi's brand's design philosophy is
perfectly captured by the phone's compact design and sturdy riveted steel
casing. A unique detachable chain provides a clever design solution that
allows users to fasten their phone to their jeans or bags.
"Technology is at the heart of today's youth culture and mobile phones
are the ultimate accessory. Adding a mobile phone to our collection is a
natural progression for Levi's, a brand that is driven to meet the
desires of young people", says You Nguyen, Senior Vice President of
Levi's Product.
The Levi's phone is offered in metallic silver, black and brown
copper. Stylish feminine "shiny silver" and "shiny sand" editions,
featuring a 'mirror' screen have also been created for the fashion forward.
"As pioneers of the connection between fashion and technology, we
wanted to create an accessory that combines design aesthetics with consumer
needs. We are confident that this phone lives up to the promise of the
Levi's brand", adds You Nguyen.
The Levi's phone is under license by Paris-based ModeLabs Group. It
will be available in selected stores throughout Europe as of September
2007.
Levi's Jeans and Accessories
Since 1873 the Levi's brand has been the definitive source of
original jeanswear. Created as utilitarian clothing for working men, denim
jeans became a fashion staple in 1935, when Vogue(R) magazine celebrated
them as a wardrobe must-have.
In the 1980s, the brand extended its fashion offering with the launch
of footwear and belts, adding bags, small leather goods, underwear and
socks in 2005. Levi's accessories are sold through more than 7,000
points of sale throughout Europe. The Levi's brand also distributes a
line of children's clothing and accessories sold through specialized and
department stores.
ModeLabs Group
ModeLabs Group, the pioneer of the Mobile On Demand offer, is a
customised design manufacturer (CDM) specialised in mobiles phones using
new generation technology. The company designs, develops and markets mobile
phone handsets, accessories and services for mobile phones operators,
distributors and mass market brands.
Source: ModeLabs Group and Levi's(
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