Levi's intros jeans-friendly cellphone

Jeans producer Levi's today ventured into unknown territory by launching the Levi's mobile, its first cellphone. The ModeLabs-designed handset is built out of steel that not only matches the company's famous clothes but also hardens the phone against the impacts that often break other phones. A matching chain also links to a belt loop or a bag to prevent the phone from being easily stolen. The company has refrained from providing concrete hardware details but confirms a camera, music playback, and media sharing features.

The clothier will offer normal metallic black, brown, and silver versions as well as mirror-finish sand and silver versions made with women in mind. Pricing is unknown, but a release is primarily targeted at Europe, where it should reach selected shops by September.