Sarah Pollack -Caro Marketing

Sarah@caromarketing.com

LOS ANGELES, August 24, 2006 -- New York designer and punk rock and roll icon, Heidi Minx (well known for her tattoo-inspired Franky & Minx collection) is guest-designing for WHITEBOY® men’s collection. To date, her custom pieces have only been available as one-off pieces for musicians and rock and rollers. Minx is bringing her artistry and designs to a high-end specialty line called MINX for WHITEBOY®.

The line is debuting at the hip POOL tradeshow (Booth # A97 – A99) in Las Vegas, August 28-31. The collection – all tops – will include work shirts, tees, thermals, long-sleeve shirts, as well as a blazer and denim vest. Retail costs will be between $60-450 and will retail at select, high-end boutiques.

Raised in the punk rock scene, this unconventional pinup model is an expert in alternative lifestyles and the art of tattoo. She has been tattooed by world renown tattoo artists (including Chris Garver, Troy Denning, Cartoon and her business partner, Elvis Crocker). Unlike some ‘trendy’ designers, who hype tattoo or graffiti designs even though they have never been inked or tagged, Minx is an ardent human canvas, displaying an extensive 18 year art ensemble. Minx has been hailed as one of the Top Ten Marketers of the Next Generation (Brandweek, April 17, 2006) for her extraordinary success as a savvy, young (40-and-under) marketer combining “strategy, technique and tactics” with “cleverness, perception and guts”.

WHITEBOY CEO Joe Shortal notes, “Heidi exudes authenticity; music, DIY and art run through her veins. She has captured the essence of Whiteboy and added her punk rock twist to attract the core market.”

The line will be promoted with a special WHITEBOY® website and sniping; pieces have already been requested by top musicians and record labels.

WHITEBOY® and Minx wish to support the burgeoning Los Angeles manufacturing community its workers and will manufacture the Whiteboy for Minx collection in Los Angeles. For a very rare look into the design process and to see Minx in action, please follow this link.

ABOUT SUB-URBAN BRANDS

Sub-Urban Brands, Inc. is a multi-brand company which designs and markets cutting-edge lifestyle apparel that targets the rapidly-growing multibillion-dollar youth consumer marketplace. The Company pursues robust revenue-generating opportunities within multi-tiered retail markets that leverage multiple brands and market segments to create financial success. Sub-Urban is committed to further expansion and increased shareholder value through both the internal development of intellectual property and acquisition of additional brands, as well as to the establishment of new international marketing alliances that will reinforce its recurring and non-recurring revenue streams. Inspired by the energy and vigor of youth, urban and music culture, Sub-Urban is initially focused on creating a family of non-competing brands for its key target consumer, an estimated 40 million 15-29 year olds. Sub-Urban's current portfolio of trademarked apparel and accessory brands includes WHITEBOY® for Men, Mash Culture Lab®, WHITEBOY® Girl, BLACK JESUS® streetwear apparel and PYT™ styles for younger girls. Consistent with the company’s high growth strategies, the Company will be actively marketing these brand offerings to Japan, Canada, Australia and 25 European countries.