The Sidekick II Juicy Couture edition.

Juicy Couture is reaching out to tech-savvy fashion mavens and is teaming with T-Mobile to launch the Sidekick II Juicy Couture edition cell phone.

NEW YORK — Juicy Couture is reaching out to tech-savvy fashion mavens.

The Los Angeles-based contemporary sportswear company has teamed with T-Mobile to launch the Sidekick II Juicy Couture edition cell phone. The limited-edition gadget will launch at a news conference Friday at Digital Life, the consumer technology, entertainment and gaming event at the Jacob K. Javits Convention Center here.

The Sidekick II Juicy Couture is in the requisite Juicy Couture crystal pink with the Juicy logo around the screen. Features include a 6MB e-mail capacity, instant messaging, a world phone, Web browser, a camera equipped with a flash, organizer and access to TiVo, Netflix and Evite.

It will retail for $399 at T-Mobile stores in New York, Los Angeles, San Francisco and Miami, in addition to the T-Mobile Web site. Cases and charms, also designed by Juicy Couture, may be purchased separately.

Gela Taylor and Pamela Skaist-Levy, co-founders and co-designers of Juicy Couture, are adding touches to the sportswear line and making it more luxe. Earlier this year, the two added fabrics such as tweeds and furs to their collection, a high-end selection of leather handbags and a full range of jewelry.

This story first appeared in the October 13, 2005 issue of WWD. Subscribe Today.

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