Sony and Freshlabels combine fashion, technology and sustainability: revolutionary partnership brings stylish headphones to Czech fashion stores
Technology as a fashion accessory
Sony, a leader in consumer electronics, comes up with its first ever collaboration with a fashion brand, defining a new standard in fashion accessories. The partnership with Freshlabels brings exclusive products to their range - the premium Sony WH-1000XM5 wireless headphones, renowned for their superior noise cancellation and outstanding sound quality, and the innovative Sony LinkBuds range, designed for active users who want to be constantly connected to the world around them. Freshlabels, known for their curated approach, are thus including electronics in their portfolio for the first time, straight from one of the biggest players in the market. The move highlights the changing preferences of customers who are no longer just looking for technological equipment, but also aesthetically interesting accessories.
"Teaming up with a local fashion brand makes sense for us. Freshlabels shares our philosophy - focus on quality, sustainability and design," says Lukáš Bohata, Sony Sales Head for the Czech Republic. This move allows Sony to reach a new target group that emphasizes lifestyle. Combining technology and fashion is not just a question of design, but also a way to reach younger generations. According to research by PwC, up to 80% of consumers in the 18-34 age group consider sustainability and innovative design as key factors in their purchasing decisions.
The tie-up with Freshlabels also represents a new direction for Sony, which has long focused on innovation in audio technology. Linking with the fashion world allows Sony to better communicate its values and philosophy, which includes not only technological quality but also a responsible approach to manufacturing.
Design, sustainability and innovation
Since its inception, Freshlabels has profiled itself as a brand that seeks uniqueness and originality. In their range you will find products that combine quality with a responsible approach to the environment. The partnership with Sony is a natural step to strengthen their position in the market. Sony brings not only advanced technology to this partnership, but also a new perspective on sustainability in the technology industry. The 1000XM5 range of wireless headphones are packaged in eco-friendly packaging made from recycled materials, while the LinkBuds range is designed to make the headphones as lightweight and portable as possible.
"Sony appealed to us not only with the quality of their products, but also with their design and respect for nature. It is a perfect example of how technology can become part of a sustainable lifestyle," says Ladislav Žižka, CEO of Freshlabels. Moreover, the minimalist design of Sony headphones reflects the current trend of "less is more", which dominates not only the fashion but also the technology industry. The LinkBuds are designed to be as discreet as possible, yet aesthetically appealing. This makes them the perfect accessory for those who want to stay connected to the outside world without having to compromise their outfit.
With the WH-1000XM5, the key is not only its ability to perfectly cancel noise, but also its comfort during long-term wear. The soft earcups have been designed to provide maximum comfort, which will be appreciated by users who use the headphones when working from home or travelling, for example.
Sustainability as a key factor
Both brands share the same commitment to the future. Sony, through its Road to Zero initiative, aims to achieve a zero ecological footprint by 2050. Freshlabels, on the other hand, has long supported the concept of slow fashion and only selects brands that respect ecological principles for its range. Also new to Sony's approach is the use of renewable energy in production and the promotion of the circular economy. This approach is also reflected in the way Sony designs its products - focusing on durability, ease of repair and recyclability.
The event was also attended by official Sony brand ambassador Ben CristovaoPhoto: Sony/Se svolením
In addition, Freshlabels has been operating a ' Sustainable Store' for several years, which focuses exclusively on products with high added value in terms of sustainability. This partnership with Sony is thus a logical extension of their philosophy. It offers customers not only a new perspective on technology, but also the opportunity to invest in products that contribute to protecting the planet.
Official presentation
The official presentation of the partnership took place at Freshlabels Sustainable Store in Prague. The event offered visitors the opportunity not only to try out the new headphone models, but also to learn about the philosophy of both brands. The event highlighted their shared vision of combining technology and sustainability and showed how modern electronics can be presented as a fashion accessory.
Technology fashion trend
Technology accessories such as headphones have become an integral part of the fashion industry in recent years. Customers are looking for products that not only meet their technological needs, but also aesthetically complement their personal style. According to a survey by Tech Trends magazine, 65% of consumers make decisions based on design when purchasing technology accessories. This shows that the aesthetic value of products is increasingly influencing purchasing decisions.
A new standard for customers
The partnership between Sony and Freshlabels sets a new standard in the Czech market. The combination of technological innovation, minimalist design and a responsible approach to manufacturing appeals to customers looking for value-added products. Together they show that sustainability does not have to be just a goal, but also a way to connect technology and fashion.
