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.

Drawing its inspiration from the iconic roots of the Levi's brand, the collection will be a youthful and sexy take on the brand heritage: denim, rivets and the arcuate.

"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.

"Levi's, one of the world's largest brand-name apparel, creates new, innovative products which embody the pioneering spirit that founded Levi Strauss & Co.. Thanks to "Mobile On Demand" offer, ModeLabs Group will respond to urban fashion consumers needs, in connection with Levi's style and aspiration. The products created by ModeLabs group will reflect the brand look and feel and be distributed throughout Europe by Mode Labs Group subsidiaries. This partnership confirms the in-depth changes underway in the telecom sector." says Stephane Bohbot, ModeLabs Group CEO.

By Modelabs