The jeans clothing firm, Levi Strauss has announced plans to launch a range of branded mobile phones and accessories, under the Levi's brand label in 2007. The company says that, drawing its inspiration from the iconic roots of the Levi's brand, the collection will be a youthful and sexy take on the brand heritage: denim, rivets and the arcuate.
"The line of Levi's branded mobile phones and mobile phone accessories will mirror the brand values in terms of innovation, design, quality and craftsmanship. ModeLabs Group has expertise in the mobile phones and mobile phone accessories area and we look forward to a successful partnership with them in growing the Levi's licensed business. Technology and apparel are a continued focus area for the Levi's brand" said You Nguyen, Senior Vice President Product of the Levi's brand in Europe.
"Levi's, one of the world's largest brand-name apparel, creates new, innovative products which embody the pioneering spirit that founded Levi Strauss & Co.
ModeLabs Group is a customised design manufacturer (CDM) specialised in mobiles phones. ModeLabs is meeting the growing demand for segmentation in the Telecom market by giving mass market brands, operators/MVNO or distributors the chance to create their own range of mobile phones, accessories and services.
Back in 2002, Levi Strauss launched a pair of jeans which came with a radiation shield in the pockets to "protect" cellphone owners should they put their phone in the pockets."
Posted to the site on 19th October 2006
Posted to: www.cellular-news.com/story/19931.php