IRVINE, Calif.-Boost Mobile, a virtual network operator using Nextel Communications Inc.’s iDEN network, will sell phones aimed at teenage girls using Quiksilver Inc.’s Roxy fashion brand.
The new alliance is the first time the Roxy brand has been extended into the wireless market.
The phone, built by Nextel mainstay Motorola Inc., will include a variety of Roxy-specific features, such as “Funky Town” and “Girls Just Wanna Have Fun” ring tones and pre-loaded Java games.
“Wireless phones are a part of everyday life, both as a fashion statement and as an essential communications device,” said Peter Adderton, Boost’s chief executive officer. “Today, more owners are customizing their phone’s body and sound, using it as an avenue for self-expression. Young women want the latest and greatest in fashion, and that applies to both clothing and accessories, which today includes wireless phones.”
