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Levi launches anti-radiation trousers
By Standard Reporter Last updated at 00:00am on 11.09.02Levi Strauss today unveiled the world's first clothing designed to protect against mobile phone radiation.
S-Fit trousers will have pockets designed to carry a mobile phone and lined with " antiradiation" material to shield wearers from potentially harmful phone emissions.
The trousers, from the firm's Dockers range, are due in stores next year.
They are aimed at teenagers and 20-somethings, but will cost £100 or more.
Some industry experts accused Levi of cashing in on consumer fears over mobile phone emissions.
One said: "There has been no definite proof that mobiles give off harmful radiation. Experts in the field are currently divided on the issue." The S-Fit trousers
will also use a new fabric technology called the Clean Fabric System, which repels all liquids.
Until now, jeans have been notorious for holding on to liquid spilled on them and taking longer than lighter fabrics to dry.
A spokesman for Dockers said: "The new technology can make fluids roll off in droplets. Even sauces simply fall off and hot drinks will not scald."
The anti-radiation pocket is the latest idea to boost sales of clothing in the UK.
Previous ideas have included clothes with built-in radio receivers, microchips for stock control, skin moisturiser and even fragrance-enhanced fashion wear.
