FOR IMMEDIATE RELEASE

FLAT FITTY HIRES JOHN SWENSON as NORTH AMERICAN DIRECTOR of SALES

HONG KONG / SHENZHEN / OCEANSIDE, CA, March 1st, 2010 – FLAT FITTY / LAVISH HEADWEAR announced today that John Swenson was hired as Director of North American Sales. Effective immediately, Swenson will fill this upgraded role for Flat Fitty. John will now oversee all sales efforts for Flat Fitty / Lavish Headwear inside the USA, including Canada and Mexico.

"John brings the strategic planning and decisive execution necessary to bring our sales to the next level, explains Tian Waters, CEO of Flat Fitty. "John's extensive sales management experience at Luxottica, specifically his spearheading during the transition into Oakley thru establishment of the Icon Sports Division, was really the icing on the cake. To work in that structured business environment and be instrumental in a $4B company's major transition spoke volumes. We knew he was the man to take over and structure Flat Fitty's sales department for breakout growth. In his short tenure, John's passion and energy towards Flat Fitty changing the headwear category is infectious. He is a motivator and true leader, something that our sales team has immediately embraced."

Executive Vice President, Kevin Dring was to the point when summarizing John's addition, "Experiencing the growth Flat Fitty is NOW, it was important to bring in a very qualified Sales Director that will lead the sales charge in North America. We are fortunate to be bringing John into the Flat Fitty family. His relationships with industry retailers, influential brands and key decision makers will allow Flat Fitty to break the only a flat brim cap manufacturer image immediately"

John's has 15+ notable years inside the Action Sports industry. Previous to occupying the Domestic Sales Manager role at Luxottica, John held the position of President and CEO at Pro-Lite International, a one time Quiksilver owned manufacturing company. While with these organizations he was instrumental in team building, rep force training, business operations management, retail / consumer promotions, strategic planning, budgets, and international business development while continuing to developing a solid sales history in a tough economic climate. Some highlights of John's sales history include in 2008 an overall increase in sales of 23%, highlighted by Ray-Ban 65%, Revo 28% increases and a 100% success rate for specific "core" retailers for the ISD brands.

"Having John join the folds of a well-capitalized, growing brand like Flat Fitty is exciting for him without a doubt, but to be able to now implement our growth strategy having the right guy at the sales helm is more exciting for our team,", explains Justin Thompson, General Manger of Flat Fitty. "John is simply the best man for the job and we were extremely thorough in our month long search. John is the kinda guy that can use his lifetime long love of surfing, passion for snowboarding and golf to help form relationships that will be the building blocks for the future of Flat Fitty / Lavish". Thompson finishes up strongly "John's addition shows our company's passionate commitment to add the best value to our organization no matter the cost. He is a perfect fit for the brand and will add value to an organization that is exporting to 62 countries and growing everyday".

John sums it up this way "It was a long process and the due diligence Flat Fitty showed during the process showcased their desire towards growing the organization based on solid, educated decision making. Flat Fitty's management's intense passion for success, their development team, customer service, quality and ability to deliver on time, as well as their ability to facilitate "at once" requests, were key factors in my accepting the position. While conducting my research I learned from my connections that Flat Fitty was performing at an extremely high level for the industry with plenty of room for growth. Flat Fitty will make my sales team look like Rockstars and nothing is more important to me and my team than delivering on time…making our clients profit and while earning industry respect.

Welcome to the team John Swenson, FLAT FITTY / LAVISH HEADWEAR is stoked to have you joining the brand.

Didier Defago of Switzerland won GOLD in the Olympics Downhill today, sucks it had to come at Bode's expense, but big cheers go out to Did who was seen around the Olympic Village wearing the Camp Athletics x Reusch x Ochsner Sport x Swissski x Flat Fitty cap

Backstage with the Jabbawockeez in Manila, Phil (far left) sporting the latest JABBAWOCKEEZ x FLAT FITTY COLAB. The guys were on point before and during the show, they were awesome to accommodate the Flat Fitty team !

Thanks guys, your passion is contagious !

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Chris is sporting the Flat Fitty x Rockstar (XGames) Cap.

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Congrats to Didier Defago (L) of Switzerland for going just fast enough to take 3rd place in the big World Cup downhill in Bormio, Italy held December 29, 2009.
Seen here on the left celebrating in his Reusch x Camp Athletics x Flat Fitty cap !

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Much congrats to Sunny on his 3rd place victory at the Quicksilver Eddie Aikau Big Wave invitational.

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