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.



Asia facing up to increased competition

Increasing competition for garment sourcing contracts is seeing China not only being challenged by other countries in Asia, but by sub-Saharan African and even Russian suppliers too. And it is pushing...


Cambodia raises garment worker wages

The monthly minimum wage for workers in Cambodia's textile, garment and footwear sector is set to rise to $153 from January next year, following a vote on the issue last week. The increase marks a ris...


Sportswear initiatives start to take shape

The results of two highly-anticipated initiatives in the sportswear sphere were revealed last week: the launch of Under Armour’s new UAS lifestyle brand and the first pair of running shoes created at ...


Hanjin Shipping collapse triggers fear of West Coast port repeat

The recent bankruptcy of South Korea's Hanjin Shipping, the world's seventh-largest container shipper, at the end of August, has left billions of dollars worth of merchandise in limbo, leaving the fal...

just-style homepage

Forgot your password?