William Rast Announces Retail Store Rollout Plans

LOS ANGELES-(Business Wire)-September 25, 2009 - William Rast, the “New America” denim culture brand founded by Trace Ayala and Justin Timberlake, and operated through subsidiaries of People’s Liberation, Inc. (OTCBB:PPLB), today announced rollout plans for free-standing William Rast™ branded stores in the United States. The stores will feature apparel and accessories under the William Rast™ label.

The launch of William Rast retail stores follows the rise of the brand’s popularity and image amongst key fashion audiences and consumers. The roll out of the stores will begin in California, where the brand’s headquarters reside. Two full-priced stores are slated to open in November, one in the Westfield Century City Shopping Mall in Los Angeles, and another in the Westfield Valley Fair Shopping Mall in San Jose. An additional off-price store is scheduled to open at the same time in Desert Hills Premium Outlets in Cabazon. The Company plans to continue a rollout of 40-50 retail stores in major metropolitan locations over the next several years.

“This is an important step for the William Rast brand,” said Chief Executive Officer Colin Dyne. “These retail locations will provide a destination to experience the complete lifestyle and culture of the William Rast line.” The stores will feature all of the men’s and women’s categories available in better department and specialty stores across the country, and will also be an early destination for new and exclusive styles, including signature William Rast denim, silk tops, leather jackets and accessories.

The décor, as well as the apparel and accessory offering, will be evocative of the brand’s heritage, which is rooted in the iconography of American denim heritage and biker culture, yet reinterpreted in a contemporary context. The graphic design and language represented in the store interior and on the in-store collateral further reflects the brand’s unique DNA. The stores were designed in collaboration with Los Angeles-based architectural firm Johnston Marklee, known for their conceptual approach to a wide variety of projects including the merchandise room of Murakami at the Museum of Contemporary Art in Los Angeles and the Maison Martin Margiela store in Beverly Hills, CA.

ABOUT WILLIAM RAST™

The Los Angeles-based William Rast™ organization is a joint venture between People’s Liberation and an entity majority owned by Justin Timberlake. It designs, markets and sells men’s and women’s premium contemporary apparel. The clothing consists of premium denim, knits, wovens and outerwear. In the United States, the company distributes its merchandise to better department stores and boutiques, including Nordstrom, Saks Fifth Avenue, Neiman Marcus, and Bloomingdales. Outside the U.S., its products are sold directly and through distributors to better department stores and boutiques throughout the world. The Company also sells merchandise on its website www.williamrast.com.

ABOUT PEOPLE’S LIBERATION, INC.

Los Angeles-based People’s Liberation markets and sells high-end casual apparel under the brand names “People’s Liberation,” “William Rast” and, in the United States, “J. Lindeberg.” The majority of the merchandise the Company offers consists of premium denim, knits, wovens, golf wear and outerwear for men and women. In the United States, William Rast and J. Lindeberg branded products are distributed to boutiques, specialty stores and better department stores, such as Nordstrom, Bloomingdales, Saks Fifth Avenue and Neiman Marcus. In the United States, the People’s Liberation apparel line is distributed exclusively through Charlotte Russe retail stores. The Company also markets and sells J. Lindeberg branded collection and golf apparel through its retail stores in New York City and Los Angeles, and J. Lindeberg golf wear to green grass golf stores and boutiques in the United States. Internationally, in select countries, William Rast products are sold directly and through distributors to better department stores and boutiques throughout the world. The Company also sells merchandise on its websites www.peoplesliberation.com, www.williamrast.com and the America section of www.jlindebergusa.com.

Except for historical information contained herein, the statements in this release are forward-looking and made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are inherently unreliable and actual results may differ materially. Examples of forward-looking statements in this news release include statements regarding three new stores are planned for opening in November 2009 and the Company’s plans to continue a rollout of 40 retail stores in major metropolitan locations over the next several years. Factors which could cause actual results to differ materially from these forward-looking statements include the Company’s ability to maintain customer and strategic business relationships, the impact of competitive products and pricing, growth in targeted markets, the adequacy of the Company’s liquidity and financial strength to support its growth, and other information that may be detailed from time to time in the Company’s filings with the United States Securities and Exchange Commission. The Company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.