DL1961 PREMIUM DENIM DEBUTS
First Denim Collection to Exclusively Feature XFIT LYCRA®
& First to Offer Organic Cotton with XFIT LYCRA®

NEW YORK CITY (May 2008) - Redefine what you think you know about fit, comfort, and style with DL1961, a new collection of premium denim launching Holiday '08 that combines revolutionary fit with timeless sex appeal. DL1961 offers the largest selection of jeans for women and men in the marketplace today that exclusively features XFIT LYCRA® fabric. It is also the first brand that will offer a men's denim collection made with XFIT LYCRA as well the first brand in the world to use organic cotton with XFIT LYCRA in select styles.

"We believe our customers will love the fit achieved by our exclusive manufacturing expertise with XFIT LYCRA," said Will Redgate, National Sales Director. "We have developed soft, lightweight washes with XFIT LYCRA denim that are superior to the qualities that have previously been sold in the market. Our style-conscious collection of DL1961 jeans is expertly designed to enhance body confidence and comfort at the same time. Now, you don't have to sacrifice comfort for style. You can have them both. As soon as someone experiences DL1961, we are certain they will feel more sexy and confident."

The XFIT LYCRA fabric technology has transformed the way jeans now move and fit on the body. "Because of the performance of XFIT we are not limited in the range of washes as others are with the traditional Lycra product," Redgate said.

The fabric is crafted from a cross-weave technology that provides four-way directional stretch, creating 90 percent less pressure at stress points including the knees, inseam, and back rise. The result is denim that moves 360 degrees - in much the same way that performance fabric does - eliminating sag, bag, and loss of shape while maintaining the integrity and structure of the style, even after repeated wears.

DL1961 highlights the body by using the inherent slimming and contouring effects of the four-way stretch fabric. Each style is a modern update from a classic silhouette that wraps the body and provides the best body shape - no matter what that shape may be.

"We want people to experiment with styles they may not have been able to pull off in the past because the four-way stretch works well on a lot of body types," Redgate said. "Tighter cuts do not feel binding the way they normally do, especially with something like a super skinny."

Styles for women include slim leg, skinny, boot cut, and wide leg flare; and are available in full range of washes from super dark to bleach. Cuts for men include straight leg, relaxed fit, and boot cut; and are also available in a wide range of washes. Design details include brushed copper hardware, an aged leather waistband patch with the DL1961 logo, and a small but identifiable embroidered "DL" on the back right pocket.

DL1961 premium denim, sold out of the New York City corporate headquarters and showroom, retails from $150 to $195, and is available in better department stores and top-tier specialty stores.