Blog: Leonie BarrieLevi’s calling

Leonie Barrie | 19 October 2006

It’s probably not the most logical licensing fit for a struggling apparel label, but Levi Strauss’ European arm has signed a deal with Modelabs to design and market a range of mobile phones and accessories under the Levi’s brand in 2007. In a press release, You Nguyen, senior vice president product of the Levi's brand in Europe, explains that “Technology and apparel are a continued focus area for the Levi’s brand.”

But cast your mind back a couple of years. In 2002 we carried a story suggesting it wasn’t so enamoured with this type of technology - launching trousers with a radiation shield in the pockets to protect the wearer from potentially harmful mobile phone radiation.

 


BLOG

Trump and Brexit generate more confusion

Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...

BLOG

Bangladesh works to resolve labour activist issues

The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...

BLOG

US border tax a contentious issue

Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...

BLOG

Primark's sustainable cotton programme takes shape

With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...

just-style homepage



Forgot your password?