By Allen Tsai | Wed Sep 02, 2009 10:25 pm |
Fashion brand Ed Hardy has teamed up with Sony Ericsson to release a tattoo-inspired handset in the U.K.
The joint venture between Japan's Sony and Sweden's Ericsson said the exclusive W595 is designed with trademark skulls, snakes, tigers and floral prints from renowned tattoo artist Don Ed Hardy.The back displays larger motifs such as a military style "Death Before Dishonor" badge -- the designer's signature look. The artwork intermingles with the handset's 2.2-inch screen, navigation controls and slide-up 3.2-megapixel camera. Additional features include built-in stereo speakers, a stereo share headphone jack, and Sony Ericsson's SensMe and Shake functions -- to match playlists to a user's moods and control the music player with a flick of the wrist. In the past, luxury houses such as Christian Dior, Dolce & Gabbana, Giorgio Armani, Prada, and even Danish audio maker Bang and Olufsen and Swiss watch maker Tag Heuer, have all collaborated with phone markers in an attempt to use their brand to boost revenues. Vertu, the largest luxury phone maker, has even teamed up with Ferrari to commemorate the Italian sports car maker's 60th anniversary. Last month Sony Ericsson worked with Dolce & Gabbana to create the Jalou -- a device with 24-carat gold accents. The Ed Hardy brand was started in 1994 when designer Christian Audigier, the previous head of Von Dutch Originals, licensed artwork from Don Ed Hardy. In February, Hardy filed a $100 million lawsuit against Audigier, over breach of contract and the continued use of his name and artwork to endorse a line of unrelated products such as perfumes, water and air fresheners. Sony Ericsson said the W595 Ed Hardy Edition phone will be released in the U.K. through The Carphone Warehouse.
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