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10/19/2005

 
T-Mobile(R) Heats Up Hollywood's Elite With the Debut of the New Limited Edition Versions of the T-Mobile(R) Sidekick(TM) II

Custom-Designed T-Mobile Sidekick II Juicy Couture Edition and T-Mobile Sidekick II Mister Cartoon Edition Launch in the Country's Five Most Fashionable Cities

HOLLYWOOD, Calif., Oct. 19 /PRNewswire/ -- Hollywood's coveted all-in-one communications device gets even hotter this fall with the recent announcement of the newly remodeled T-Mobile(R) Sidekick(TM) II Limited Edition series. Dedicated to helping consumers set themselves apart from the crowd through personalization, T-Mobile has partnered with trendsetting Juicy Couture and renowned urban artist Mister Cartoon to create two limited-edition versions of the T-Mobile Sidekick II.

To kick off the release, on October 18, T-Mobile opened the doors to "Sidekick II City" in Hollywood where the urban flair of East Los Angeles native Mister Cartoon was juxtaposed with the funky feminine chic of Juicy Couture. Celebrity guests such as Mischa Barton, Jesse Metcalfe, Nicole Richie, Shane West, Jaime Pressly and Paris Hilton gushed over the new Sidekick IIs and enjoyed a special performance by The Pussycat Dolls. DJ AM helped Nicole Richie and Mischa Barton warm the crowd as they danced on stage to the theme to "The O.C.," while Paris Hilton couldn't wait to upgrade to a glamorous Sidekick II Juicy Couture Edition. The jam-packed fete went late into the night as Danny Masterson took a turn as DJ and the cast from "Laguna Beach" looked on. Special customization bars added entertainment for guests to create even more of an identity with their Sidekick II with bedazzlements from NYC Peach and cell phone jewelry by Fly Fashions.

"T-Mobile understands that consumers want to differentiate themselves from the crowd," said Mike Butler, CMO, T-Mobile USA. "One of the most popular ways to differentiate ourselves is through personalization and the partnership between T-Mobile Sidekick II and designers Juicy Couture and Mister Cartoon allows customers to take personalization one step further."

Juicy Couture designed its signature T-Mobile Sidekick II keeping in line with the fun yet glamorous personality of the brand. The device is in Juicy crystal pink and boasts the easily recognizable icons decorating the trim of the screen. Custom-designed to reflect his style, Mister Cartoon crafted a sleek black ink-colored device featuring his signature tattoo design around the rich 2.6 inch screen.

"It was an easy decision to partner with T-Mobile since we are both obsessed with our Sidekick II and on it any chance we get," said Pamela Skaist-Levy and Gela Taylor, founders, Juicy Couture, "so obsessed we are texting this quote on it now!"

The newly made-over devices will be available in T-Mobile retail stores in five select markets including New York, Los Angeles, Chicago, San Francisco and Miami as well as online for purchase at http://www.t-mobile.com/ starting on October 24th. In addition to the Tinseltown launch event, "Sidekick II City" will travel the country with special unveiling events in San Francisco, New York, Chicago and Miami.

"I am a gadget freak and my Sidekick II rolls everywhere with me," said Mister Cartoon, who is world renowned for his art on everything urban, from lowriders, album covers and custom shoes to his specialty, tattoos. "I was happy to partner with T-Mobile to customize a Sidekick II to reflect my style and give young art collectors the opportunity to carry a piece of my work around with them."

For more information please visit http://www.t-mobile.com/.

About T-Mobile USA, Inc

Based in Bellevue, Wash., T-Mobile USA, Inc. is a member of the T-Mobile International group, the mobile telecommunications subsidiary of Deutsche Telekom AG (NYSE:DT) . T-Mobile USA's GSM/GPRS voice and data networks in the United States (including roaming and other agreements) reach more than 260 million people. In addition, T-Mobile operates the largest carrier grade, commercial wireless broadband network in the United States, providing Wi-Fi at more than 6,000 public locations throughout the country, and makes available access at over 20,000 international roaming locations. Through its Get More(R) promise, T-Mobile provides customers with more minutes, more features and more service. For more information, visit the company Web site at http://www.t-mobile.com/. T-Mobile(R) and Get More(R) are federally registered trademarks of Deutsche Telekom AG and T-Mobile USA respectively.

About Juicy Couture

Founded in 1994 by Pamela Skaist-Levy and Gela Taylor, as premium designer, marketer and wholesaler of sexy, sophisticated basics for women, Juicy Couture is recognized around the world as a leading contemporary brand of casual lifestyle clothing. The flattering, slender fit of the products, the price points, the exclusive distribution and the loyal celebrity following have all played an important role in shaping the brand. In 2003, Juicy was acquired by Liz Claiborne Inc., creating a unique and exciting partnership. Later that year Juicy launched men's and children's apparel. In 2004, Juicy Couture Accessories and Juicy Beach Swimwear launched and Juicy opened its first retail store in Las Vegas. In 2005, both footwear and eyewear were launched with both watches and fragrance to follow in 2006. Also planned are the openings of stores in Dallas and Atlanta.

About Mister Cartoon

Born and raised in the harbor area of Los Angeles, Mister Cartoon began his design career as a celebrated graffiti artist in the 1980s. From there, he moved on to establish a singular reputation in hip-hop culture through the creation of tattoo art, magazines, album covers, backdrops for music videos and TV shows, and the trunks of low-riders. His artistic style and fine line tattooing originated on the streets of Southern California in the 1970s. Mister Cartoon's work has decorated projects for Eminem, Nike, Rock Star Games, Scion, Dr. Dre, Snoop Dogg, 50 Cent, Missy Elliott, Kanye West, Shady Records, Joker Brand Clothing and many others. His mission is to outreach to today's youth and give them positive inspiration through art. His biography is the focus of a feature film slated for 2007 release, directed by his business partner and best friend Estevan Oriol and produced by Brian Grazer. Mister Cartoon and Estevan Oriol run a specialty lifestyle marketing agency called SA Studios.

Mister Cartoon has exhibited in LA, NY, Tokyo and London. For more information, visit http://www.mistercartoon.com/, http://www.inkthemovie.com/ or http://www.jokerbrand.com/.

Source: T-Mobile USA, Inc

CONTACT: T-Mobile Media Relations, +1-425-378-4002,
mediarelations@t-mobile.com; Eric Raymond, +1-310-854-4800,
eraymond@bncpr.com; or Katie Cray, +1-310-854-4800, kcray@bncpr.com, both of
BNC

Web site: http://www.t-mobile.com/
http://www.jokerbrand.com/
http://www.inkthemovie.com/
http://www.mistercartoon.com/




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