Levi's to launch mobile phoneDesign will feature a riveted steel casing

22 June 2007

Jeans giant Levi’s is adding a steel mobile phone to its range of lifestyle accessories.

The global company says the phone will have a ‘compact design and sturdy riveted steel casing’, together with a detachable chain that enables people to attach the phone to their jeans or bag.

The phone comes in metallic silver, black and brown copper and there are also shiny silver and sand versions featuring a ‘mirror’ screen.

The phone will be available in selected stores throughout Europe from September.

Youth culture

Senior Vice President of Levi's Product, You Nguyen, said: ‘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.

He added: ‘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.’