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Last Words
'Anti-Radiation' Trousers Fuel Mobile Phone Debate
By Reuters
12/09/2002
RUSSELS (Reuters) - US jeans maker Levi Strauss & Co. denied on Thursday it was playing on consumer fears by launching a line of trousers fitted with "anti-radiation" pockets for mobile phones.
The trousers, with a lining that the makers say shields against radiation, are designed by Dockers, a brand name of Levi Strauss--famous for its classic "501" jeans.
Retailers were currently viewing the new line, called Icon S-Fit, with an eye to sales from next spring, a Levi's spokesman said.
"We're not implying in any way that mobile phones are dangerous," Levi's European communications manager Cedric Jungpeter told Reuters.
"Our intention is not to cash in on consumer fears but provide the consumers with what they want," he said from Levi's European headquarters in Brussels.
The finished design was the fruit of extensive market research showing that the fashion conscious are also health conscious, Jungpeter said.
"The debate is open. Although no study has proved mobile phones are harmful, no study has proved the contrary either," he added.
Officials from Dockers, which announced the launch of its new line in July, were not immediately available for comment.
The full article was at Reuters
Links:
Forbes article
Levi Strauss
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