( Laptop ) - Levi's (yes, the jean manufacturer) celebrated the 22nd with the launch of their first mobile phone in Hong Kong.
Although there aren't a heap of details on the phone, the focus is more on Levi's breaking into the mobile phone market. In China, the largest volume in the world for mobile phones, this market is a huge step.
ModeLabs Group coordinated the launch. "Launching into a new country is the materialization of technical, marketing and sales investments," says Pierre Asseo, Director of ModeLabs Asia. "Future product launches should benefit significantly from the experience acquired with this first deployment as the essential commercial and technical engineering will already have been deployed."
The phone looks tough with a riveted steel body and detachable chain, but we'll see how it performs.