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COOL CALL
By John Allan
The spring/summer 2007 season, now a distant memory, was perhaps the first season in a long time to see a large number of designers address the future of fashion and the notion’s impact on design; recall the collections of Balenciaga, Fendi and Hussein Chalayan for example. Since then we have also witnessed the future of fashion’s commercial side with several well know and high profile brands fully integrating modern technology into a range of ‘lifestyle’ products attached to their fashion collections.
 
 

Following suit, this November witnesses the release of a new mobile phone in conjunction with arguably, the most famous denim brand known on earth - Levi’s. Not merely an addition in the same sense that a perfume might be added to boost a label’s sales, but a considered product that is inspired by the values and heritage of this well know benchmark of denim excellence.

With many years under it’s studded belt and a finger constantly on the pulse of street and youth culture, the brand has developed a product that amalgamates the functional essence and design philosophy of the Levi’s brand with the latest mobile technology. The phone is compact and sturdy with a riveted steel casing, available in several colours and comes equipped with a chain that one might attach to a pair of jeans or bag for security and style. With a 2 mega pixel camera, MP3 Player, Bluetooth Stereo Technology and a 1.8 inch LCD screen it certainly doesn’t fall short of those capabilities we now consider essential in a mobile phone. “We wanted to create an accessory that combines design aesthetics with consumer needs,” says You Nguyen, the Senior Vice President of Levi’s Product. “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.”

 

The relationship of fashion with technology is without doubt more relevant now than ever before, but the challenge to all designers, brands and consumer products is to ensure the principles of style when conceiving a product. With Levi’s innate awareness of what is cool, this is not even an issue. Get Queuing.

 

 

 
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