Blue Fish Clothing Announces Appointment of Chief Operating Officer.

FRENCHTOWN, N.J.--(BUSINESS WIRE)--Oct. 27, 1998--Blue Fish Clothing, Inc. (Chicago Stock Exchange: BLF) announced the appointment of Peter H. Meade as chief operating officer.

In this position Meade will report to the chief executive officer, Jeffrey Haims. The chief operating officer's responsibilities will include the corporate management of the Retail Division and Wholesale Sales as well as the development of New Business.

Meade joins Blue Fish with 20 years experience in the retail and wholesale apparel industry. His background includes a wide range of retail store management and development experience. Meade served as Managing Director of Retail Development with Aubel Associates, a Pennsylvania based retail consulting firm whose clients include County Seat Stores, Enesco, and 360 Degrees Stores. Meade served as vice president and director of stores for Federated's two specialty divisions, Charter Club and Aeropostale. Meade was responsible for overall store operations and maintained full P & L accountability. Prior to Meade's tenure with Federated Specialty Stores, he served as director of stores for CharmingShoppes, Inc. where he was charged with the re-engineering of store policies, procedures and merchandising for a new concept business. He was directly responsible for 700 stores with annual sales volume of $450 million, 8 regional managers and 75 district managers and was instrumental in creating a store communications department for the 1400 store chain. Meade has also held the position of Mid-Atlantic Regional Manager with Lane Bryant, a division of The Limited, Inc. where he was directly responsible for 105 stores with annual sales volumes totaling $190 million and the Ralph Lauren Corporation where he held the position of Director of Retail Stores.

"I have known Peter Meade for several years now and I have great respect for his proven abilities," said Jeff Haims, chief executive officer. "I believe that Peter's strong operational management background along with his abilities in the areas of sales, sales training and customer service is a welcome addition to the company. Blue Fish has great potential. As we continue to enhance the talent pool in our management team with individuals like Peter, who possess proven and seasoned business acumen, we are enabling our business to grow."

Blue Fish Clothing, Inc. is a designer, manufacturer, wholesaler and retailer of hand block-printed women's clothing and accessories for the home. The signature block of each artist can be found inside the hem of each garment. The clothing attracts a loyal and growing following who collect the garments for the artistic beauty, comfort and the unique possibilities of layering for an individual, creative look.

Blue Fish owns and operates five retail stores in Frenchtown, N.J. ; Santa Fe, N.M.; Austin, Texas; Westport, Conn.; in the SoHo area of New York City and Catalog. The clothing is sold in boutiques and better apparel stores throughout the U.S. including Nordstrom and Neiman Marcus.

In May 1996, Blue Fish completed a successful Direct Public Offering, selling over 700,000 shares of stock and raising nearly $4 million. Blue Fish shares are traded on the Chicago Stock Exchange (symbol BLF).