David Loren Corporation to Launch New Men's Collection

LOS ANGELES, Feb. 24 /PRNewswire-FirstCall/ -- David Loren Corporation (Pink Sheets: DLCR) today announced that it will design, produce and wholesale a new men's apparel line under its David Loren Homme label.  David Loren, President and Chief Executive Officer of David Loren Corporation, describes his new line as a one hundred percent knit-based collection of sportswear and outerwear in Berber, cotton jersey, cotton/spandex, thermal and micro-suede fabrics, with design direction inspired by the movies of the 1950's era.

David Loren commented, "My vision for our premier Men's collection is that it retain a certain iconic retro element while incorporating fashion-forward American style and great quality at smart prices.  David Loren Homme clothing is intended to be versatile, comfortable and eminently wearable."  

David Loren Homme's target consumer is between 25 and 55 years old.  The line will be manufactured exclusively in the United States and will feature the label designation Made for America.  

"We're thrilled and proud to be able to manufacture the David Loren Homme line in the United States at this particular time in our history when we all can make the emotional connection to the words Made for America," said David Loren.

The new collection will be introduced in Fall 2010 and marketed to major department stores and mass retailers as both branded and private label product at affordable retail price points.

About David Loren Corporation  

Founded in 2006 by apparel industry executive David Loren, David Loren Corporation (www.davidlorencorporation.com) is engaged in the design, production and wholesale merchandising of quality 'Moderate to Better - price point' women's and men's apparel to major department stores, mass merchants, specialty chains and direct-to-consumer merchants.  Headquartered in Los Angeles, California, the Company designs and produces private label product and five distinct product lines that include David Loren Collection, David Loren Dress, David Loren Beverly Hills, David Loren Studio and the Company's menswear line David Loren Homme.  Each brand is differentiated by its own distinctive styling, pricing strategy, distribution channel, and target consumer. The Company contracts for the manufacture of its product lines both domestically and through a worldwide network of quality manufacturers.

Certain statements contained herein, including without limitation, statements addressing the beliefs, plans, objectives, estimates or expectations of the Company or future results or events constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995, as amended. Such forward-looking statements involve known or unknown risks, including, but not limited to, general economic and business conditions, the effect of government regulation, competition, conditions in the specialty retail industry and other material risks. There can be no assurance that the actual future results, performance, or achievements expressed or implied by such forward-looking statements will occur. The Company does not undertake to publicly update or revise its forward-looking statements even if experience or future changes make it clear that projected results expressed or implied in such statements will not be realized.

SOURCE David Loren Corporation

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