Levi's goes mobile

After the success of LG’s Prada phone, it was inevitable that more fashion houses would attempt to make a quick buck in the mobile phone industry. And the latest brand to cross over from frocks to phones is denim giant Levi's.

You read it right, earlier this week manufacturer of all things jean and classic 80s ad campaigns announced that it would be launching its very own mobile phone, and considered the move a “natural progression” from 150 years of durable cotton wear.

However – and we don’t want to upset any Status Quo fans out there – as far as we can tell the phone is not made out of denim. Instead it will be finished with "shiny silver" and "shiny sand" for the girls, and "metallic silver" and "brown copper" for the boys.

Designed by Paris-based ModeLabs, the phone will also feature a detachable chain. Levi Strauss & Co is clearly aiming this new handset at a young market that can "connect, enjoy music, and exchange images and videos whilst on the go".

Senior Vice President You Nguyen added: "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."

Although the phones specifications are currently pretty vague, Internet rumours suggest that a Music Player, Bluetooth connectivity, expandable memory, 1.8-inch LCD screen and a 2-megapixel camera will be featured.

The Levi's phone will be available in Europe from September and will cost from £270. More info on this product as we have it…