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Est. 2004

William Rast Launches Retail Expansion with First Three Stores

LOS ANGELES–(Business Wire)– William Rast, the “New America” denim lifestyle brand founded by Trace Ayala and Justin Timber-lake, and operated through subsidiaries of People`s Liberation, Inc. (OTCBB:PPLB), launched its retail expansion plan for the brand with the opening of two new full-price retail stores at the West-field Century City Shopping Mall in Los Angeles, California, and the West-field Valley Fair Shopping Mall in San Jose, California, just in time for the holiday shopping season. Additionally, the Company opened its first outlet store at the Desert Hills Premium Outlets in Cabazon, California. The retail expansion is part of the Company`s plan to roll-out approximately forty retail stores in major metropolitan locations over the next several years.

william rast

William rast

Century City Shopping Center, located in the heart of Los Angele’s` West Side, recently completed a $170 million revitalization introducing new luxury boutiques. The center is home to over 100 specialty retailers including Apple,
Bloomingdale’s, Theory, Louis Vuitton, Juicy Couture, Tiffany & Co., Tourneau and Zara.

West-field Valley Fair Mall, located in the Silicon Valley area of Northern California, has long been the area`s leading shopping destination. The center`s current mix of innovative retailers includes Nordstroms, Apple, Armani Exchange, Coach, Louis Vuitton, M·A·C Cosmetics, Swarovski, Talbots and Tiffany and Co.

The William Rast branded retail stores, each approximately 2,000 square feet, will offer shoppers the entire William Rast contemporary apparel collection for men and women, including signature denim, silk tops, leather jackets and
accessories. In the future, the Company also plans to offer a full range of licensed William Rast products in each store.

“We are extremely pleased to announce the initial rollout of our planned retail expansion with these three new store openings,” said Chief Executive Officer, Colin Dyne. “These new retail locations underscore our commitment to showcasing and enhancing our brand. With a dynamic population that is connected with the William Rast brand, we see tremendous opportunities and a good strategic fit to further expand awareness of the brand.”

The Desert Hills Premium Outlet store will be William Rast`s first outlet store, and will be in the company of brands such as Burberry, Coach, Dior, Dolce & Gabbana, Gucci, Prada, True Religion, 7 For All Mankind, Yves Saint Laurent,
Zegna, Lucky Brand and many more.

Mr. Dyne commented, “The Desert Hills Premium Outlets is one of the most popular and trafficked outlet malls on the West Coast and gives us a focused off-price channel for our prior season merchandise. With our own outlet store, we can better manage and control the distribution of inventory, yet do so at attractive margins.”

ABOUT WILLIAM RAST

The Los Angele-based William Rast designs, markets and sells men`s and women`s premium contemporary apparel. The clothing consists of premium denim, knits, woven and outerwear. In the United States, the Company distributes its merchandise to better department stores and boutiques, including Nordstrom, Saks Fifth Avenue, Neiman Marcus, and Bloomingdale’s. Outside the U.S., its products are sold to better department stores and boutiques throughout the world. The Company also sells merchandise on its website William Rast.

ABOUT PEOPLE`S LIBERATION, INC.

Los Angeles-based People`s Liberation designs and distributes high-end casual
apparel under the brand names “People`s Liberation” “William Rast” and, in the
United States, “J. Lindeberg.” The majority of the merchandise the Company
offers consists of premium denim, knits, wovens, golf wear and outerwear for men and women. In the United States, William Rast and J. Lindeberg branded products are distributed to boutiques, specialty stores and better department stores, such as Nordstrom, Bloomingdales, Saks Fifth Avenue and Neiman Marcus. In the United States, the People`s Liberation apparel line is distributed exclusively through Charlotte Russe retail stores. The Company also markets and sells J. Lindeberg branded collection and golf apparel through its retail stores in New York City and Los Angeles, and J. Lindeberg golf wear to green grass golf stores and boutiques in the United States. Internationally, in select countries, William Rast products are sold to better department stores and boutiques throughout the world. The Company also sells merchandise on its websites, www.williamrast.com and the America section of www.jlindebergusa.com.

Except for historical information contained herein, the statements in this
release are forward-looking and made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are inherently unreliable and actual results may differ materially. Examples of forward-looking statements in this news release include statements regarding the Company`s belief that the opening of the retail stores will provide tremendous opportunities and is a good strategic fit to further expand awareness of its brand, management can better manage and control the distribution of its inventory with the opening of the outlet store, and the Company`s plan to continue a rollout of forty retail stores in major metropolitan locations over the next several years, and our vertical supply chain will help drive sales, gross margin and profits while we continue to build brand equity. Factors which could cause actual results to differ materially from these forward-looking statements include the Company`s ability to maintain customer and strategic business relationships, the impact of competitive products and pricing, growth in targeted markets, the adequacy of the Company`s liquidity and financial strength to support its growth, and other information that may be detailed from time to time in the Company`s filings with the United States Securities and Exchange Commission. The Company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.

People`s Liberation
Darryn Barber, President and CFO
213-745-2123
or
Addo Communications, Inc.
IR Contact
Patricia Dolmatsky/Andrew Greenebaum
310-829-5400

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