GARAGE CAMPAIGN CLICKS WITH TEENS

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Jan 18, 2011, 08:30 ET

CANADIAN FASHION BRAND GETS THE BIG PICTURE WITH
TEEN PHOTOGRAPHER INITIATIVE

MONTREAL, Jan. 18 /PRNewswire/ - Exciting things are developing at Garage as they prepare to launch a spring photography campaign with a whole new angle. The images of the new campaign capture the essence of the teen-focused brand like never before, and here's why: The expert behind the lens, Sarah Smiley, is herself but 16 years old.

Smiley's photos make their debut in Garage retail stores across Canada and online at garage.ca the week of January 17^th, 2011. The stylish shots feature the same fun, flirty and casual fashions that Garage customers have always loved, but interpreted through the lens of an emerging teenaged photographer.

"We're excited to launch this new initiative which is by a teen, for teens", reports Barbara Epstein, Marketing Director of Groupe Dynamite, the parent company of Garage. "We believe it's a fun and authentic way to connect with our customer & showcase the talent that is prevalent in this young demographic."

The Garage team discovered the talented Ms. Smiley in Madison, Wisconsin, where she'd been snapping creatively for two years, and invited her to join them on location in San Francisco to participate in the final day of shooting on their latest seasonal fashion campaign.

Smiley's shots will appear on storefront and in-store posters, on Garage's e-commerce site at garage.ca and in other marketing collateral. Curious customers will also be able to scan, with their smart phone, a QR code that will be integrated into the in-store posters, which will link them directly to a behind-the-scenes interview with Smiley on Garage's YouTube channel (http://www.youtube.com/grgtv).

"I have had a camera in my hand for the past two years and I will never put it down," the gifted girl reveals. "I have a love for life in all its complicated simplicity, and only a photo can truly capture the silliness, the love, and the moments we never want to forget."

"Through the Lens of Sarah Smiley" runs from January 17^th to April 17^th, 2011.

About Garage:
After 35 years in the fashion business, the Garage brand, operating within Groupe Dynamite's umbrella, has experienced unprecedented growth in the last 5 years. This spirited group creates, designs, markets and distributes from its Head office located in Montreal, Quebec, and encompasses more than 4,000 employees worldwide. Groupe Dynamite operates over 260 stores across all Canadian provinces, 7 states in the U.S., and most recently has expanded its operations in the Middle East.

SOURCE Groupe Dynamite Inc.