Classic Apparel Leader Dons New, Spirited Brand Image; ``Interesting People, Interesting Places'' Global Advertising Campaign Salutes Travelers, Lovers, Risk-Takers, Adventurers.

Business Editors

SEATTLE--(BUSINESS WIRE)--Oct. 1, 2002

Beckoning a more spirited and style-savvy shopper, today London Fog announces its bold new advertising campaign, marking a major departure for the traditionally conservative brand.

Themed "Interesting People, Interesting Places," the new print ads depict milieus of spirited, energetic couples romancing Rome, taking on Tuscany, traversing Tokyo, and marveling Memphis donning select styles and accessories from London Fog's Fall offering, including travel, rainwear and outerwear collections.

"For 80 years, London Fog has been synonymous with high-quality, innovative products. The brand has also evolved to reflect a more aspirational and fashion-conscious customer," said Paul Shriber, president of London Fog. "Our new advertising campaign reflects this attitude and positions London Fog as relevant to today's culturally and socially active lifestyle."

Portland, Ore.-based Sasquatch Advertising Inc. conceived "Interesting People, Interesting Places" last year after extensive consumer research in San Francisco, Chicago and New York, and tailored the campaign to showcase London Fog's new look on life, as well as its new looks for Fall. Remarks Tim Parker, campaign creative director, "Consumers wear London Fog because the versatility of the product is imperative for their twenty-four-seven lifestyles, always on the go personally and professionally. The campaign's fresh, aspirational attitude speaks directly to these consumers."

London Fog's global style campaign will integrate across all brand marketing efforts, including the company's New York Showroom and Web site, point of sale items, retail promotions, public relations outreach and direct mail pieces. Running through December, the print-only ads will appear in the pages of GQ, Marie Claire, Maxim, the New York Times, Vanity Fair and Food and Wine.

About London Fog

London Fog(R), (www.londonfog.com) a division of London Fog Industries, began as Londontown Manufacturing Co. Today, London Fog represents 80 years of tradition and innovation, and remains a premier designer, marketer and distributor of quality dress and casual outerwear, rainwear and accessories for business and social occasions. Blending the English tradition of quality with time-tested craftsmanship, London Fog is a respected brand in the marketplace and ranks No. 1 in brand recognition (Women's Wear Daily, Fairchild 100, December 2001). London Fog operates showrooms in Seattle and New York, and has licensees in the U.S., Canada, China, South Korea, Australia and the New Zealand. London Fog is located at 1700 Westlake Ave. N., Suite 200, Seattle, WA 98109. Telephone: [phone].