Levi’s to Market Mobile Phone in Europe

By Geoff Duncan June 20, 2007

Levi

Apparel maker Levi’s, perhaps best known for offering denim clothing for over a century, announced today that it plans to offer a collection of Levi’s-branded mobile phones in Europe beginning in September.

"Technology is at the heart of today’s youth culture and mobile phones are the ultimate accessory," said You Nguyen, Levi Senior VP, in a release. "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."

Details and specifications on the phone are scant, although it has been developed for Levi’s by France’s ModeLabs, which has designed phones for Virgin Mobile and recently announced a Hummer-branded mobile phone. Levi’s originally announced it planned to get into the mobile phone arena back in October of 2006, but todays announcement offers the first product detail and availability dates.

The Levi’s phones will feature steel casings and be available in three colors (metallic silver, black, and brown copper), and two more feminine "shiny silver" and "shiny sand" editions will offer a "mirror screen," presumably to let users quickly touch up their look lest they be outclassed by their oh-so-hip phone. The Levi’s phones will also feature a detachable chain so owners can lash the phone to their clothing or bags. Levi’s says the phones will offer photo and video sharing capabilities in addition to everyday phone features.

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