Cherokee Signs Agreement to Represent the PRITIKIN Brand Worldwide.

Business Editors

VAN NUYS, Calif.--(BUSINESS WIRE)--Nov. 29, 2000

Cherokee Inc. (NASDAQ:CHKE) announced today that it has signed an exclusive agreement with Pritikin Enterprises to represent the Pritikin(R) Brand and engineer strategic licensing agreements for its expansion in the United States and throughout the world.

Founded in 1976, Pritikin Enterprises has built a foundation of success over two decades and is recognized as a leader in nutritional and lifestyle products and programs for the health-minded consumer.

Robert Margolis, Chairman and CEO of Cherokee Inc., added, "Pritikin(R) is an ideal brand to expand worldwide as an umbrella for 'wellness and healthy living.' The wide range of category opportunities includes vitamins, nutritional supplements, health and beauty products, fitness equipment and apparel, cookbooks and cooking accessories, to name a few. We screen numerous companies weekly but are very selective to choose only those that have strong brand equity and favorable consumer awareness. So many names are just labels, not true brands. Pritikin(R) is a powerful brand whose historical influence in shaping America's direction and attitudes towards a healthy lifestyle provides the foundation to maximize the equity of this brand."

Kevin Wiser, Chief Executive Officer, Pritikin Enterprises, stated, "Cherokee's unique licensing strategies are transforming the retail industry in a very short period of time. We have been very impressed with Cherokee's innovative approach to leveraging brand equity. They have developed the most rational business template to expand underutilized brand equities. We are delighted to join forces with Cherokee as we seek to expand our presence in North America and beyond."

Howard Siegel, President of Cherokee Inc., said, "Combining our licensing strategies with Pritikin's distinctive and authentic heritage franchise will enable the brand to grow significantly. The retail community has become proficient in their own sourcing and the retail specialists will enable the Pritikin(R) Brand to become a more diversified franchise over a broad range of products in order to expand into categories it could not do on its own. The Pritikin(R) Brand enjoys immense consumer awareness and confidence in the 35 and older market as more and more consumers view health and well-being as their number one priority."

Cherokee Inc., based in Van Nuys, is a marketer, licensor and manager of a variety of brands it owns or represents and is continuing its negotiations for domestic and international licensing contracts covering multiple categories of merchandise. Cherokee currently has licensing agreements in many categories, including family apparel, fashion accessories, as well as camping equipment, recreational products, luggage, cosmetics and footwear.

Statements included within this press release that are not historical in nature constitute forward-looking statements for the purposes of the safe harbor provided by the Private Securities Litigation Reform Act of 1995. Investors are cautioned that this press release contains certain such forward-looking statements that involve substantial risks and uncertainties. When used, the words "anticipate," "believe," "estimate," "expect" and similar expressions as they relate to the Company or its management are intended to identify such forward-looking statements. The Company's actual results, performance or achievements could differ materially from the results expressed in, or implied by, these forward-looking statements. Further management discussion of risks and uncertainties can be found in the Company's quarterly filing with the Securities and Exchange Commission and other periodic filings.