Tune in. Turn on. Drop off. - Barneys New York Co-Op, Loomstate and Sundance Channel...

Tune in. Turn on. Drop off. - Barneys New York Co-Op, Loomstate and Sundance
Channel Announce Launch of National T-Shirt Recycling Program
Donated T's to be "Re-Fashioned" into Loomstate for Barneys Green Holiday 2008
Collection

NEW YORK, March 31 /PRNewswire/ -- As part of the Season 2 kick-off of
"The Green" on Sundance Channel, the network has partnered with Barneys New
York and the eco-chic fashion brand Loomstate to launch a first of its kind,
national T-shirt recycling program. Beginning April 13th, consumers will be
encouraged to drop off old t-shirts at all Barneys' locations nationwide.
Loomstate will "re-fashion" the T-shirts (re-style, re-dye, re-print, etc.) to
create a new, limited edition T-shirt collection to be sold exclusively at
Barneys for Holiday 2008. Participating consumers will receive a 20% discount
on women's Loomstate for Barneys Green and men's Loomstate merchandise from
April 13-27. Proceeds from the program will benefit 1% for the Planet.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080331/NYM139 )
"With THE GREEN, Sundance Channel hopes to inspire viewers to make changes
in their lives and let them know that they don't have to sacrifice style,
quality or design to make a positive impact on the planet," says Larry Aidem,
President and CEO of Sundance Channel. "Our alliance with Barneys and
Loomstate creates another opportunity for Sundance Channel viewers to
participate in a creative and unique program that benefits them and the
planet. As the first network to dedicate a primetime TV destination to
environmental programming, we are committed to seeking out ways to illustrate
that 'going green' is both a movement and priority for all of us."
Designed by Rogan Gregory and Scott Hahn, Loomstate uses 100 percent
certified organic materials to make eco-luxe clothing. According to Rogan
Gregory," Recycling t-shirts to create something new and beautiful personifies
the evolution and metamorphosis of the Earth. We are taking eco fashion to
the next level."
"There is a fast growing environmentally based fashion movement that we
feel is the New Cool. It is redefining what luxury is all about. We must work
together, educate ourselves and inform people of how to participate.
Everything we do now must have a conscious thought to it. Thinking, walking
and talking and with the flag of intention to create beauty through fashion in
a more organic, sustainable way is the future." says Julie Gilhart, Senior
Vice-President, Fashion Director of Barneys New York.
The recycling program will kick off with two exclusive VIP events at
Barneys New York flagship locations: Los Angeles on April 15th with a special
performance by She & Him, featuring Zooey Deschanel and M. Ward and New York
City on Earth Day, April 22nd with an exclusive performance by British singing
sensation & Geffen recording artist Kate Nash. DJ Paul Sevigny to provide
music at both events.
THE GREEN is presented by Lexus Hybrid Living and Citi Smith Barney.
About Sundance Channel
Under creative direction of Robert Redford, Sundance Channel is the
television destination for independent-minded viewers seeking something
different. Bold, uncompromising and irreverent, Sundance Channel offers
audiences a diverse and engaging selection of firms, documentaries, shorts and
original programs, all unedited and commercial free. Launched in 1996,
Sundance Channel is a venture of NBC Universal, CBS and Robert Redford.
Sundance Channel operates independently of the non-profit Sundance Institute
and the Sundance Film Festival, but shares the overall Sundance mission of
encouraging artistic freedom of expression. Sundance Channel's website address
is www.sundancechannel.com.
About Barneys New York
Barneys New York ("Barneys"), www.barneys.com, is a New York-based luxury
retailer founded in 1923, with flagship stores in New York City, Beverly
Hills, Chicago, Boston, Dallas, San Francisco and Las Vegas. Barneys New York
also operates two smaller regional stores, and fifteen Barneys CO-OP stores
with three more to open in 2008. The quintessential New York store is easily
recognized by its bright red awnings, iconic black shopping bag, and
innovative window displays engineered by its Creative Director, Simon Doonan.
About Loomstate for Barneys Green
Loomstate for Barneys Green is a partnership and commitment between
Barneys New York and Loomstate to create sexy, stylish and eco-friendly
collections. Loomstate is a fashion brand with sustainable development goals,
focused on the cultivation and use of environmentally sensitive materials,
primarily 100% organic cotton. Barneys New York is the leader in premium taste
and luxury fashion retail.
1% For the Planet
Loomstate and Barneys New York will donate a percentage of their Loomstate
for Barneys Green business to One Percent for the Planet. One Percent for the
Planet is an alliance of companies that recognize the true cost of doing
business and donates 1% of their sales to environmental organizations
worldwide. The beneficiary of the Loomstate for Barneys Green label is the
Organic Exchange, a unique resource for companies interested in the
cultivation and sourcing of certified organic cotton.
SOURCE Sundance Channel

Venessa Correa of LaForce + Stevens, +1-212-242-9353, ext 184,
venessa@lsagency.com, for Sundance Channel