Sony Ericsson and Cingular Wireless Proudly Announce Sponsorship of the 2B Free Fashion Show During Los Angeles Fashion Week

Event Will Feature Introduction of Limited Edition Designer Carrying Case for

the Sony Ericsson W600 Walkman(R) Phone Produced Exclusively for Sony Ericsson

and Cingular Wireless By 2B Free!



08 Mar, 2006, 00:00 ET from Sony Ericsson

    LOS ANGELES, March 8 /PRNewswire/ -- 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.
     The debut of the limited edition designer carrying case for the Sony
 Ericsson W600 at the 2B Free Fashion Show will also mark the launch of an in
 store consumer promotion with Cingular Wireless. Beginning on March 20 and
 running through April 30th, select Los Angeles Cingular Wireless locations
 will be giving a complimentary 2B Free limited edition designer carrying case,
 as a gift with purchase to consumers who purchase a Sony Ericsson W600
 Walkman(R) phone.
     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.
 
     Sony Ericsson Mobile Communications serves the global communications
 market with innovative and feature-rich mobile phones, accessories, PC-cards
 and M2M solutions. Established as a joint venture by Sony and Ericsson in
 2001, with global corporate functions located in London, the company employs
 approximately 5,000 people worldwide, including R&D sites in Europe, Japan,
 China and America. Sony Ericsson is the global title sponsor of the Women's
 Tennis Association, and works with the Association to promote the Sony
 Ericsson WTA Tour in over 80 cities during the year. For more information on
 Sony Ericsson, please visit please visit http://www.SonyEricsson.com/us .
 
     Cingular Wireless is the largest wireless carrier in the United States,
 serving 54.1 million customers. Cingular, a joint venture between AT&T Inc.
 (NYSE:   T), formerly SBC Communications Inc., and BellSouth Corporation
 (NYSE:   BLS), has the largest digital voice and data network in the nation --
 the ALLOVER(SM) network -- and the largest mobile-to-mobile community of any
 national wireless carrier. Details of the company are available at
 http://www.cingular.com .
 
     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.
 
 

SOURCE Sony Ericsson
    LOS ANGELES, March 8 /PRNewswire/ -- 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.
     The debut of the limited edition designer carrying case for the Sony
 Ericsson W600 at the 2B Free Fashion Show will also mark the launch of an in
 store consumer promotion with Cingular Wireless. Beginning on March 20 and
 running through April 30th, select Los Angeles Cingular Wireless locations
 will be giving a complimentary 2B Free limited edition designer carrying case,
 as a gift with purchase to consumers who purchase a Sony Ericsson W600
 Walkman(R) phone.
     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.
 
     Sony Ericsson Mobile Communications serves the global communications
 market with innovative and feature-rich mobile phones, accessories, PC-cards
 and M2M solutions. Established as a joint venture by Sony and Ericsson in
 2001, with global corporate functions located in London, the company employs
 approximately 5,000 people worldwide, including R&D sites in Europe, Japan,
 China and America. Sony Ericsson is the global title sponsor of the Women's
 Tennis Association, and works with the Association to promote the Sony
 Ericsson WTA Tour in over 80 cities during the year. For more information on
 Sony Ericsson, please visit please visit http://www.SonyEricsson.com/us .
 
     Cingular Wireless is the largest wireless carrier in the United States,
 serving 54.1 million customers. Cingular, a joint venture between AT&T Inc.
 (NYSE:   T), formerly SBC Communications Inc., and BellSouth Corporation
 (NYSE:   BLS), has the largest digital voice and data network in the nation --
 the ALLOVER(SM) network -- and the largest mobile-to-mobile community of any
 national wireless carrier. Details of the company are available at
 http://www.cingular.com .
 
     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.
 
 SOURCE  Sony Ericsson

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