Levi's(R) and JCPenney(R) Team Up to Support the VH1 Save The Music Foundation

Special Performance By Gavin DeGraw To Launch The Weeklong Fundraising
Initiative

HOUSTON, July 23 /PRNewswire/ -- Levi's(R) and JCPenney(R) are teaming up
to raise funds and awareness for the VH1 Save The Music Foundation with a
weeklong sales initiative kicking off in Houston. A special performance by
Gavin DeGraw at 5 PM on Sunday, July 27th at Houston's Willowbrook Mall Atrium
outside the JCPenney store will launch the program. The VH1 Save The Music
Foundation is dedicated to restoring instrumental music education programs in
our public schools and raising awareness about the importance of music as part
of every child's complete education. Levi's(R) and JCPenney have pledged to
raise $100,000 in support of The Foundation's mission.
From Sunday, July 27th through Sunday, August 2nd, Levi's(R) will donate
$5 from every customer who purchases two pairs of Levi's(R) jeans at
participating JCPenney stores or at jcp.com to the VH1 Save The Music
Foundation up to $100,000. In addition, customers will receive a $10 JCPenney
gift card by mail redeemable at JCPenney locations nationwide.
Platinum recording artist and singer songwriter Gavin DeGraw is currently
on tour in support of his new album GAVIN DEGRAW. Spurred on by his pop hit
single "In Love With A Girl," GAVIN DEGRAW premiered at #7 on the Billboard
chart in May, marking Gavin's first Top 10 album. The video for Gavin's
single, "In Love With A Girl," was directed by acclaimed director Wayne Isham
and features "Laguna Beach" beauty Kristin Cavallari. The video debuted with
an appearance from Gavin on MTV's "TRL" in April and is currently in large
rotation on VH1. Gavin DeGraw was produced by the famed Grammy-nominated
producer Howard Benson who is known for his work with bands as varied as My
Chemical Romance, Daughtry and Motorhead. The 12 songs on Gavin DeGraw revisit
the themes of love and relationships, while taking Gavin's matured songwriting
in an exciting new direction.
"The VH1 Save The Music Foundation applauds Levi's(R) and JCPenney for
choosing music education as the core of their philanthropic efforts," said
Paul Cothran, Executive Director of the VH1 Save The Music Foundation.
"Restoring music education in our public schools is an important cause, and we
are proud to partner with these two outstanding corporations as we work toward
our goal of bringing music into the core curriculum of each and every public
school in our country."
"JCPenney has a long history of participating in programs that help to
enrich the lives of children," said Steve Lawrence, executive vice president
of Men's at JCPenney. "As the largest carrier of Levi's in the world, we are
thrilled to team up with our national partner on an issue we know speaks to
the hearts and minds of our customers and Associates."
About VH1 Save The Music Foundation
Since 1997, the VH1 Save The Music Foundation has successfully restored
and sustained instrumental music programs in 1,500 public schools in more than
100 cities across the country, including Memphis, Houston, Chicago, New York,
Denver, Baltimore and Milwaukee. Over the past ten years, various artists and
celebrities have shown their devotion to the VH1 Save The Music Foundation by
partnering with the organization as they've reached out to struggling school
districts across the country. Celebrities including Mariah Carey, Beyonce,
Sting, Billy Joel, Kiefer Sutherland, John Legend, Rob Thomas, Alicia Keys,
Jewel and many more have donated their time and efforts to the organization in
attempts to raise awareness about the importance of music in a child's
education.
To date, The Foundation has provided more than $40 million in new musical
instruments, affecting the lives of more than 1 million children. For more
information on the VH1 Save The Music Foundation, please visit
http://www.vh1.com/partners/save_the_music/.
About Levi's(R)
In 1853, during the California Gold Rush, our founder, Levi Strauss,
opened a wholesale dry goods business in San Francisco. Today, we are one of
the world's largest brand-name apparel marketers with sales in more than 110
countries. There is no other company with a comparable global presence in the
jeans and casual pants markets. Our great brands and businesses have been
built by consistently providing quality products and by earning the trust of
consumers, investors, employees and society as a whole through responsible
business practices. This principle of responsible commercial success is
embedded in our 154-year history and continues to anchor how we operate today.
About JCPenney
JCPenney is one of America's leading retailers, operating 1,074 department
stores throughout the United States and Puerto Rico, as well as one of the
largest apparel and home furnishing sites on the Internet, jcp.com, and the
nation's largest general merchandise catalog business. Through these
integrated channels, JCPenney offers a wide array of national, private and
exclusive brands which reflect the Company's commitment to providing customers
with style and quality at a smart price. Traded as JCP on the New York Stock
Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing
its strategic plan to be the growth leader in the retail industry. Key to this
strategy is JCPenney's Every Day Matters brand positioning, intended to
generate deeper, more emotionally driven relationships with customers by fully
engaging the Company's 155,000 Associates to offer encouragement, provide
ideas and inspire customers every time they shop with JCPenney.
CONTACTS:

Elizabeth Rosenthal
Susan Blond, Inc.
Phone: (212) 333-7728 x105
erosenthal@susanblondinc.com

Maura Wozniak
VH1
Phone: (212) 846-7325

SOURCE VH1

Elizabeth Rosenthal, Susan Blond, Inc., +1-212-333-7728 x105,
erosenthal@susanblondinc.com; or Maura Wozniak, VH1, +1-212-846-7325