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Lands' End Introduces New Sun.Life™ Collection

The Most Comfortable UPF Clothing Under the Sun

DODGEVILLE, Wis (February 9, 2009) /PRNewswire/ — More than ever before, people are aware of the sun's damaging affects on unprotected skin. From painful sunburns, to serious skin diseases, to cancer; overexposure has people concerned about excessive time in the sun. Lands' End answered sun concerns with a new, innovative, protective, and stylish collection of clothes simply called Sun.Life. The new Sun.Life collection is a full line of adjustable, breathable, and comfortable clothes for the entire family with an Ultraviolet Protection Factor (UPF) rating of 30 or 50.

"Sun.Life is something our customers asked us for, simply because they were worried about what the sun was doing to their skin while they were enjoying outdoor activities with their families," said Alan Kirk, senior vice president of global sourcing for Lands' End. "We've answered that call with a collection of everyday sun-protective clothing for the entire family that not only helps keep people safer, but it keeps them comfortable too," added Kirk.

It's What People Want...

According to a recent survey conducted by Lands' End of 1,400 moms across the country, more than eight out of ten (87 percent) believe sun-protective clothing for the family is important. Furthermore, the exact same percent of moms surveyed said they worry more about sun safety today than they did ten years ago. These moms will find reassurance in learning every Sun.Life item has a UPF 30 or UPF 50 rating, which blocks 96.7 or 97.5 percent of the sun's harmful UV rays, respectfully.

Sun protection is not the only "smart" clothing feature smart moms believe is important when clothing the family. According to the survey, many believe breathability (88 percent), wicking (86 percent), adjustability (78 percent) and antimicrobial (69 percent) features are important as well. These features are also found in the new Sun.Life collection.

"It's not surprising that many moms are looking for smart clothing for the family," said Suzanne Bryant, vice president of design for Lands' End. "Our customers always look for the best quality, performance and style and we have built in all the attributes we felt were absolutely necessary to offer a fully functional, sun-protective outdoor apparel collection with everyday comfort and style," adds Bryant.

Where Science Meets Style...

While sun protection was the number one request, Lands' End customers didn't want this new clothing line to look like extreme hiking or camping gear. "Our challenge was to make sure the entire Sun.Life collection was something that men, women, and kids would want to wear," said Bryant. "So, Sun.Life offers bright colors and patterns along with cotton-rich fabric blends that keep the entire collection looking like normal, everyday clothes," added Bryant.

Through cotton-rich blended fabrics, Sun.Life is able to maintain a softer feel than other synthetic types of clothing. So, whether it's hidden vents in shirts & pants, or zip-off pant legs and adjustable short lengths, Sun.Life aims to keep every member of the family comfortable and protected from sunup to sundown.

In addition to its soft, comfortable feel, the Sun.Life collection is fashionable enough to be worn around town for day-to-day errands. Most UPF clothing on the market is only available in neutral tones of tan, olive, and other earth tones. Not Sun.Life. The women's collection boasts bright lemons, fresh greens, and coral oranges along with patterns that offer feminine detailing around the neck, sleeve, and pocket areas. Men also have many choices of wearable colors in fashionable and functional shirts, pants, and shorts. Kids of all ages will stay protected and feel cool in styles such as the half-zip mockneck shirt for boys, and solid and patterned hoodies for girls. The fashionable Sun.Life line will be a hit with the 59 percent of moms surveyed that stated they usually have to change clothes if they're leaving the backyard.

"The biggest benefit to our customers is that the Sun.Life collection offers all the functional benefits normally found in true camping or hiking gear, but can now be found in regular, comfortable styles that can be worn everyday, all day long," said Kirk.

Look for the Yellow Line...

Every item in the Sun.Life collection is easily spotted by a running Yellow Line through the interior neck or waist area. It's a sign that sets Sun.Life apart, and it's a designation that means comfort, protection, and style rolled into one single product.

Other Interesting Findings...

The Lands' End survey of moms revealed many additional interesting findings including:

    Limited Activity – Seventy-three percent of moms surveyed said they stay sun safe by staying indoors when the sun's rays are the strongest (10:00 AM – 4:00 PM).

    Different Times – A whopping 95 percent of moms told us sun safety is more important today than when they were growing up.

    No Sun Screen – Despite information about the importance of sun safety, 11% of moms tell us they never wear sunscreen!

    It's all about the Kids – Eighty-nine percent of moms tell us they protect their kids from the sun better than they protect themselves.

    Sun Screen for Kids – Sixty-five percent of moms say they cover their kids head to toe in sunscreen before they let them set foot outside.

    Want to Buy – Although nearly 76 percent of moms surveyed said they would like to buy clothing with UPF, only 18 percent currently own UPF clothing.

About Lands' End

Lands' End® is one of the world's largest retailers of clothing for the family. In addition, Lands' End offers an innovative collection of fine quality goods for the home. Lands' End merchandise can be purchased online at www.landsend.com, by calling 1-800-800-5800, and by visiting the Lands' End Shop at Sears. Lands' End is a proud member of Sears Holdings Corporation (NASDAQ: SHLD). And, all high-quality Lands' End merchandise is Guaranteed. Period.®

Editor's Note- Lands' End conducted its 22 question, self-administered study of 1,400 moms from the Mom's Mind Pool Research Panel.

Press Contact:

Adam Sodersten
Lands' End
608-935-6395