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MARTIN+OSA to debut at lifestyle retailer AE during Fall 2006

21
Oct '05

Leading lifestyle retailer American Eagle Outfitters Inc introduced MARTIN + OSA (Martin and Osa) as the name of its new casual sportswear retail concept. Targeted to men and women aged 25 to 40, MARTIN + OSA will debut in better shopping centers in the Fall of 2006.

CEO Jim O'Donnell commented, "MARTIN + OSA represents an important long-term growth opportunity for their company. It will give us access to the sportswear market for an entirely new generation of shoppers, outside of AE's 15 to 25 year old target customers. While operating separately from their successful American Eagle brand, MARTIN + OSA will embody the same virtues - namely excellence in fit, quality and style - qualities that have made AE a leading specialty retail brand."

Vice Chairman, and inspirational leader of new concept development, Roger Markfield described the brand's style as "a union of everything that is right about classics, denim, and active sportswear. To put it simply, we're using denim and sport inspiration to design fun and sport back into sportswear."

Charles and Michele Martin, who were instrumental in the successful launch and creative development of Abercrombie & Fitch, head Men's and Women's Design, respectively. Markfield continued, "Michele and Charles are a powerful team, with a proven track record of creating and evolving a strong lifestyle brand. I have tremendous regard for their talent and their vision for MARTIN + OSA."

MARTIN + OSA President Ken Pilot explained the derivation of the brand's name and its relevance. "brand name evokes the spirit of Martin and Osa Johnson, two enterprising Kansans who were married and chose a life of discovery long before it was fashionable. From 1917 to 1936 - through their films, photographs, books and lectures - the Johnsons produced an epic record of life and the great outdoors in some of the most remote areas of the world."

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