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DKNY JEANS Blasts Into the Cyber Universe with the Launch of DKNYJEANS.COM

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NEW YORK, Sept. 14 /PRNewswire/ -- DKNY JEANS today announces the launch of a website featuring new fashion, new ideas and an exciting new musical score.

The content based website will feature current collections of Men's, Women's and Juniors, as well as providing trends reports, culture stories, and all-access event photos and recaps.

The site acts as an on-line magazine to visitors by introducing them to the world of DKNY JEANS. "It serves as a multi-dimensional brand platform." says of Janice Sullivan, President of DKNY JEANS "By offering custom content, invitations to events, chances to win trips and prizes, interviews with actors and musicians, it immerses the visitor in the DKNY JEANS culture, presenting much more than simply great looking clothes."

In keeping with the brand's focus on all things music related, DKNY JEANS is also featuring a website score created by New York based, critically acclaimed band Ambulance Ltd. The music was entirely created for and inspired by the urban energy of the brand, and the city it represents. A selection of videos and a profile of the band also appear on the site. Each season, the brand will commission a different artist to create a new theme.

This site is an important next step in the brand's marketing efforts. It serves as a base upon which to create a different consumer dialog, one that also includes texting programs and myspace promotions. DKNYJEANS.COM allows the brand to listen to the consumer by tracking movement through the site and beyond. DKNY JEANS can register consumer's responses to product, promotions, and other media vehicles, and respond accordingly. Consumer response can shape future advertising and marketing trends for the brand.

About DKNY JEANS

DKNY JEANS is a lifestyle denim brand which is distributed through a licensed agreement with Liz Claiborne Inc. Liz Claiborne Inc. designs and markets an extensive range of branded women's and men's apparel, accessories and fragrance products. Our diverse portfolio of quality brands -- available domestically and internationally via wholesale and retail channels -- consistently meets the widest range of consumers' fashion needs, from classic to contemporary, active to relaxed and denim to street wear.