Your next mobile phone will be wearing jeans

Levi Strauss Europe and Modelabs Group announced today an exclusive licensing agreement to design, produce, market and distribute a range of mobile phones and mobile phone accessories for men and women under the Levi's brand label in 2007.

"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.