Direct to Retail License Agreement by rqw17992

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									For Immediate Release

        ICONIX BRAND GROUP ANNOUNCES BONGO WILL LAUNCH
       EXCLUSIVELY AT SEARS AND KMART STORES FOR FALL 2010
              Television Star Audrina Patridge To Appear In Marketing Campaign


New York, New York-- July 13, 2010 -- Iconix Brand Group, Inc. (Nasdaq: ICON; "Iconix" or
the "Company") today announced that it has signed a long-term direct-to-retail license (“DTR”)
agreement with Sears Holdings for the Company’s junior brand, BONGO®. Commencing fall
2010, Bongo apparel and other lifestyle-related categories will be available in Sears and Kmart
Stores in the United States. This marks the Company’s nineteenth direct-to-retail license
agreement and its third direct-to-retail deal with Sears Holdings.

To support the launch at Sears and Kmart, Iconix enlisted Audrina Patridge of MTV fame to star
and be heavily integrated into the Fall 2010 marketing campaign. The national campaign will
debut this September in fashion, lifestyle and entertainment magazines such as Teen Vogue,
Seventeen and Cosmopolitan, in stores, throughout Sears and Kmart marketing collaterals,
outdoor and online at www.bongo.com.

Yehuda Shmidman, executive vice president, Operations, Iconix, commented, “We have
experienced the strength and success of working with Sears Holdings with our Joe Boxer and
Cannon brands and we are excited to work with John Goodman and his team to roll out Bongo at
both Kmart and Sears.”

John Goodman, executive vice president, Apparel and Home for Sears Holdings, stated, “We are
thrilled to be working with Iconix on this new brand launch and are excited to be able to offer an
established junior brand and great style to our customers.”

Sears and Kmart will be the exclusive United States retailers to distribute a new line of Bongo
brand products, which was first made famous in the 1980s by its body-hugging jeans. Bongo has
evolved into a leading lifestyle junior brand with extensions into apparel, footwear and other
related accessories.

Audrina Patridge commented, “I am thrilled to be working with Bongo as the brand is being re-
launched at Sears and Kmart this fall! Generations of women, including my mom and sisters,
have loved this iconic brand, and it’s exciting to be a part of something that is so classically cool,
American.”

Dari Marder, chief marketing officer, Iconix Brand Group, Inc., commented, “In keeping with its
young, hot-in-Hollywood history of spokespeople, Audrina was a natural fit for the Bongo brand.
She lives that glamorous, adventurous lifestyle that our Bongo customers are fascinated with.
And, it doesn’t hurt that she looks amazing in our jeans.” Marder added, “We are thrilled that
with Bongo re-launching at Sears and Kmart, it will now be easier for Bongo girls across the
country to have access to the hottest fashion at affordable prices.”

The campaign was photographed at Smashbox Studios in New York City by Tony Duran.
Patridge will make personal appearances on behalf of Bongo as well as host a launch party to
celebrate the new Bongo campaign. Past Bongo spokeswomen have included Kim Kardashian,
Nicole Richie, Kristin Cavallari and Rachel Bilson.
About Iconix Brand Group, Inc: Iconix Brand Group, Inc. (Nasdaq: ICON) owns, licenses and markets a
growing portfolio of consumer brands including CANDIE'S (R), BONGO (R), BADGLEY MISCHKA
(R), JOE BOXER (R) RAMPAGE (R) MUDD (R), LONDON FOG (R), MOSSIMO (R) OCEAN
PACIFIC(R), DANSKIN (R) ROCA WEAR(R), CANNON (R), ROYAL VELVET (R), FIELDCREST
(R), CHARISMA (R), STARTER (R) and WAVERLY (R). In addition, Iconix owns an interest in the
ARTFUL DODGER (R), ED HARDY (R), ECKO (R), MARC ECKO (R), ZOO YORK (R), MATERIAL
GIRL(TM), and PEANUTS (R) brands. The Company licenses its brands to a network of leading retailers
and manufacturers that touch every major segment of retail distribution from the luxury market to the mass
market in both the U.S. and around the world. Iconix, through its in-house advertising, promotion and
public relations agency, markets its brands to continually drive greater consumer awareness and equity.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with approximately 3,900 full-
line and specialty retail stores in the United States and Canada. Sears Holdings is the leading home
appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and
maintenance. Sears Holdings is the 2010 ENERGY STAR® Retail Partner of the Year. Key proprietary
brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known
labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands. It also
has the Country Living collection, which is offered by Sears and Kmart. We are the nation's largest
provider of home services, with more than 12 million service calls made annually. Sears Holdings
Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.
For more information, visit Sears Holdings' website at www.searsholdings.com.

Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995. The statements that are
not historical facts contained in this press release are forward looking statements that involve a number of
known and unknown risks, uncertainties and other factors, all of which are difficult or impossible to predict
and many of which are beyond the control of the Company, which may cause the actual results,
performance or achievements of the Company to be materially different from any future results,
performance or achievements expressed or implied by such forward looking statements. Such factors
include, but are not limited to, uncertainty regarding the results of the Company's acquisition of additional
licenses, continued market acceptance of current products and the ability to successfully develop and
market new products particularly in light of rapidly changing fashion trends, the impact of supply and
manufacturing constraints or difficulties relating to the Company's licensees' dependence on foreign
manufacturers and suppliers, uncertainties relating to customer plans and commitments, the ability of
licensees to successfully market and sell branded products, competition, uncertainties relating to economic
conditions in the markets in which the Company operates, the ability to hire and retain key personnel, the
ability to obtain capital if required, the risks of litigation and regulatory proceedings, the risks of
uncertainty of trademark protection, the uncertainty of marketing and licensing acquired trademarks and
other risks detailed in the Company's SEC filings. The words "believe", "anticipate," "expect", "confident",
"will", "project", "provide" "guidance" and similar expressions identify forward-looking statements.
Readers are cautioned not to place undue reliance on these forward looking statements, which speak only as
of the date the statement was made.

                                                  # # #

Contact:
Maria Dolgetta
VP, Public Relations
Iconix Brand Group
212.819.2084
mdolgetta@iconixbrand.com

								
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