Blue Fish Clothing Announces Appointment of President and Chief Executive Officer.

FRENCHTOWN, N.J.--(BUSINESS WIRE)--Sept. 24, 1998--Blue Fish Clothing Inc. (Chicago Stock Exchange:BLF) announced that Jeff Haims, who has been serving as Acting Chief Executive Officer of Blue Fish Clothing since March 27, 1998, has been appointed president, chief executive officer and has been elected to the Board of Directors. As part of a 5-year contract, a significant portion of Mr. Haims' compensation is dependent upon achievement of a wide range of goals and measurements designed to maximize shareholder value and company performance, while maintaining the company's adherence to core beliefs, including sensitivity to environmental issues.

With twelve years experience in the wholesale and retail apparel industry, Mr. Haims' background includes a balance between traditional design and production skills for the apparel industry and advanced technologies for computer systems and networks. With experience in all stages of design and production of men's and women's apparel, Mr. Haims has held previous positions at Salvatore Ferragamo, The Donna Karan Company, Liz Claiborn Inc. and the Charming Shoppes Inc., ranging from Production Engineer to Design Director to Corporate Director of Information Technology.

Mr. Haims attended the Fashion Institute of Technology for both Men's and Women's Fashion Design and received the Ford scholarship to the Art Center School of Design in Los Angeles.

"I am pleased to announce that Jeff Haims has accepted the permanent position of president and CEO," says Jennifer Barclay, Blue Fish Founder and Chairperson of the Board. "I respect and admire the dedicated leadership, creativity and vision that Jeff brings to this company. His leadership over the past six turbulent months has proven beneficial for the company and shows that he has the ability to lead this company forward.

"I am proud to have the opportunity to be a part of this creative company," says CEO Jeff Haims. "We have made positive and aggressive internal changes over the last 6 months and are now realizing the benefits. Although we still have challenges, I look forward to being able to help this company continue to strive aggressively to realize its potential."

Blue Fish Clothing Inc. is a designer, manufacturer, wholesaler and retailer of hand block-printed women's clothing and accessories for the home. Each piece of Blue Fish clothing is a one-of-a-kind creation, printed by hand with hand-carved blocks. 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, New Mexico; Austin, Texas; Westport, Conn.; and in the SoHo area of NYC. The clothing is sold in boutiques and better apparel stores throughout the U.S. including Neimann Marcus and Nordstrom.

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).

"Safe Harbor" Statement Under the Private Securities Litigation 

Reform Act

With the exception of the historical information contained in this release, the matters described herein contain forward-looking statements that involve risk and uncertainties, including but not limited to, statements relating to results of litigation, that may individually or mutually impact the matters herein, and cause actual results, events and performance to differ materially. These risk factors include, but are not limited to, uncertain future sales growth and operating results, competition, seasonality, dependence on founder and executive officers, reliance on and possible limited appeal of the "Blue Fish Concept," sensitivity of apparel design, significant wholesale customers and future capital needs. Readers are cautioned not to place undue reliance on those forward-looking statements, which speak only as of the date hereof. The company undertakes no obligation to release publicly the result of any revisions to these forward-looking statements that may be made to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.