For Immediate Release
Contact: Cindy Gittelsohn
Michelle Mandara
Jericho Communications
212-645-6900
THE HISTORY OF HIP HOP AS SEEN THROUGH
THE SOLES OF A FOOTWEAR COMPANY

Lugz Footwear Celebrates its Tenth Year in Business
and Looks Ahead to the Next Ten

NEW YORK, NY, December 9, 2003 – It was ten years ago that Lugz brought its first pair of boots to the market and in that time not only have they seen growth and success, so has the hip-hop community. Now, as the Company embarks on its next decade of business, Lugz looks to maintain their edge as innovators by continuing to change the face of what consumers expect of them by staying in stride with the hip-hop world.

“When we first started, hip-hop wasn’t a household term and many of today’s big name artists were just beginning their careers – only true hip-hop fans knew who Erick Serman was back in 1993,” explained Larry Schwartz, Executive Vice President of Lugz. “The industry has truly evolved over the last 10 years into something that shapes and guides culture, entertainment and fashion. It’s been an amazing phenomena to be apart of.”

In the last decade Lugz has worked with some of the top rappers and hip-hop artists including Outkast, Snoop Dogg, Cam’ron, Rakim, Master P. and Kid Capri. While the connection with some of the hottest entertainers and names in the industry helped the brand take hold, it was developing and creating products that mirrored the intensity and excitement of the music that truly was the Lugz difference.

Having launched back in 1993 with two styles of boots, today that collection has grown to more than 100 styles of men’s and women’s boots, casual and athletic shoes. Word-of-mouth and hip-hop endorsers became the wave of the future with regard to generating news about Lugz. The likes of Arsenio Hall and Will Smith soon began wearing Lugz gear; and Erick Sermon, leader of the Def Squad, signed on to promote the Lugz brand in 1994. Within four years the Company expanded further into the market with its first television commercial and later became one of the first companies to create an urban video game character in an advertising campaign.

“We never stop looking for new ways to market and develop footwear for our audience,” explained Schwartz. “As a 10-year-old company, it is quite satisfying for us to keep setting trends and lead the pack when it comes to footwear.”

With another industry first, Lugz recently signed hip-hop DJ Funkmaster Flex becoming the first footwear company to name a shoe after a well-known hip hop artist. They worked with Flex to launch a new category of footwear – the urban driving shoe. The shoes include The FMF-1, The Flex, The Vantage and soon to launch in Spring of 2004 – The FMF-2. Demand for these shoes is high with more than 1 million pairs sold to-date; and Lugz plans to capitalize on its success by launching a new collection of shoes called the Lugz Driving Series, featuring The FMF-2 as well as The Tempest, The Throttle and The D-Luxe shoes.

Within the Company’s first year of business it grossed $1 million in sales. Over the years Lugz continued to grow at a rapid pace by taking in $25 million after two years, more than $100 million after five years and by the end of this year, Lugz will top out at more than $150 million – reaching $1 billion since their inception. This family-run business can truly credit all its success with staying on top of and ahead of the curve when it comes to the footwear industry and hip-hop community. “Ten years ago we were able to predict where the trend would lead us and today, we continue to use our experience and knowledge to be the forerunner in the industry,” explained Schwartz. “That’s why we are here today celebrating our 10th year in business.”

About Lugz
From its auspicious inception in 1993, Lugz has been an innovator in the footwear market from its trend-setting styles and rich endorsement history of hip hop entertainers to the well-known animation character themes famous today. As a fashion-forward brand, the corporate mission is dedicated to offering fashion, quality and style – product that is built for the city – at competitive price points. Over the years, these marketing concepts reinforced the Lugz brand helping it to become a leader in urban footwear with sales in excess of $150 million.

Larry Schwartz is available for interviews.
or additional information please visit www.lugz.com