Sony Ericsson and Cingular Wireless Proudly Announce Sponsorship, Event in L.A.

Sony Ericsson and Cingular Wireless, sponsors of the 2006 2B Free Fashion Show, have partnered with the Los Angeles-based designers in the creation of a signature limited edition designer carrying case for the Sony Ericsson W600 Walkman(R) Phone.

The 2B Free Fashion Show, part of Los Angeles Fashion Week, will be held at the Regent Beverly Wilshire in the GM Penthouse on Friday, March 17th.

The limited edition designer carrying case and the award winning Sony Ericsson W600 Walkman phone, will be featured in the fashion show, carried by the 2B Free runway models. The Sony Ericsson W600 Walkman phone, designed specifically for the needs of Cingular customers, is a Walkman phone for the 21st century — and its all about today’s consumer having their phone and their favorite tunes on a device they always carry with them. The W600’s unique design and ability to provide easy access to your digital content, be it music, images, games, or email has set a new standard by providing the main stream market a single wireless mobile phone device option that is like no other.

On the heels of three consecutive unprecedented Los Angeles Fashion Week events, 2B Free has solidified their position in the fashion community as the trail blazers in the realm of high end casual wear. The Sony Ericsson and Cingular Wireless sponsorship and partnership in the limited edition designer carrying case for the W600 Walkman Phone marks the most exciting sponsorship opportunity for 2B Free to date.

We are so excited to be aligned with two of the world’s most innovative wireless companies, and are honored to have been approached to create this case … it is such a natural connection … fashion and technology … as mobile devices are now literally serving as a direct correlation to a person’s style,” stated 2B Free designers, brothers Yves and Cedric Benaroch.

An exclusive post show party will be held on the Regent Beverly Wilshire’s rooftop patio. The W600 Walkman phone will be featured as part of the live DJ music entertainment and used to showcase the W600 Walkman phone music capabilities.

“Los Angeles is the epitome of whimsical ‘rock and roll’ style when it comes to fashion, and the 2B Free brand offers such a perfect depiction of this look that is so unique to Los Angeles, and copied all over the world. We’re thrilled to be a part of the fashion community in such a unique manner. The W600 Walkman phone is a high quality mobile device, but it is also very stylish. The 2B Free case makes it nothing short of a ’statement,’” says Frances Britchford, vice president, marketing communications at Sony Ericsson.

2B Free was born from the vision of brothers Cedric and Yves Benaroch, who have taken the simplest of silhouettes, hardware and fabrics to create a signature style that redefines “rock-n-roll” casual wear. Fusing tie-dye with rhinestones and nail heads, 2B Free created a fit and a look that was not only sexy, but modern and ultimately wearable.