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Sarah Jessica Parker Launches BITTEN™, 6/01/2007
Actress and fashion icon Sarah Jessica Parker is teaming up with the casual apparel retailer Steve & Barry's® to launch BITTEN™, the star's first-ever apparel line. Parker, along with a team of designers, created a collection of high quality, affordable sportswear for women of all ages and sizes. Beginning June 7th, the line will be sold exclusively at all Steve & Barry's locations, with every item priced at $19.98 or less.

Parker decided to partner with Steve & Barry's after learning of the company's philosophy – to offer high quality merchandise at the lowest prices possible, while helping change the mindset that people have to spend a lot for great clothes. Having grown up as one of eight children in a family facing financial challenges, Parker experienced first-hand the struggle so many women face to dress in clothes they can feel really good about while living on a tight budget.

BITTEN™ reflects Parker's personal sense of style and taste, with her own wardrobe serving as the inspiration for the majority of the pieces.  By August  (the unveiling of its fall line), the BITTEN™ brand will offer nearly 500 apparel and accessories pieces including woven and knit shirts, suit separates, wool and  cashmere sweaters, dresses, jackets, lingerie, jeans,  t-shirts,  sweatshirts,  sleepwear, swimwear, bags, jewelry, belts, footwear, and more. The extraordinary value of BITTEN™ is reflected in the brand's jeans, which are constructed of denim produced in the same mills and finished with the same  techniques as many premium brands that cost hundreds of dollars. The BITTEN™ Collection will offer a full size range from S-XXL in tops, 2-22 in bottoms, and 5-11 in shoes.

The BITTEN™ venture marks Steve & Barry's true foray into the women's apparel market.  The company, long known for selling men's casual apparel, scored  a  major triumph last summer when it partnered with NBA® basketball star  Stephon  Marbury  on  the  Starbury™  collection of affordably priced sneakers  and  clothes. The signature item in the series is a high performance NBA quality sneaker. The shoes, which Marbury wears himself during games, retail for $14.98, compared to nearly $200 for similarly constructed basketball sneakers marketed by the nation's top brands. The Starbury™ collection generated worldwide media coverage and widespread praise as a "movement" among civic leaders and cost-conscious parents.

Parker believes BITTEN™ will be greeted with the same enthusiasm and success as the Starbury™ line. As someone whose fashion sense has long been celebrated, Parker strongly believes women should be able to build a wardrobe without breaking their bank and believes her partnership with Steve & Barry's affords women such an opportunity.

"Women should be able to wear great clothes and not lie in bed at night feeling guilty about how much money they've spent," said Parker. "Steve & Barry's has made me a believer: High quality, luxurious clothes do not need to cost as much as we've been led to think."

"When we  decided  how  Steve  &  Barry's  can better address the needs of today's  female  shopper,  we  held  a strategy session to discuss the best approach,"  said Steve & Barry's co-CEO Barry Prevor. "The list of partners we considered began and ended with Sarah Jessica Parker. We all know what she represents as a fashion icon, but more importantly, Parker is committed to making a positive impact on the everyday lives of women.  We are thrilled to help make her vision a reality."

The  name  "BITTEN™"  was  driven by  Parker's reaction when she was first introduced  to  Steve  &  Barry's.  Parker was blown away by the company's mission and "bitten by the Steve & Barry's bug" after walking into a Steve & Barry's store for the first time.

BITTEN™ will be merchandised in a store-within-store environment featuring specially designed fixtures, signage packages, and plasma monitors running segments of The BITTEN™ Story, a documentary on Parker's life and her vision for the fashion line. More   information about the BITTEN™ and Steve & Barry's brands is available online at

Winner  of  the  2005 Hot Retailer of the Year Award from the International Council  of  Shopping  Centers, Steve & Barry's has been called "the fastest growing retailer you never  heard  of" in a recent Forbes magazine profile. Each of the chain's giant shopping mall anchor locations offer a full line of casual, comfortable clothes for the entire family  at extraordinary low prices, presented in a specialty retail environment featuring wood floors and fixtures, huge aisles, and plasma TVs.

Steve & Barry's  began  in  1985 as a campus-based chain selling licensed collegiate-wear. Beginning in 1998 and continuing through 2006, the company doubled its store count annually.  The launch of BITTEN™ is part of an aggressive growth strategy for Steve & Barry's in terms of brand strategy, footprint and product mix.

An award-winning actress, Parker is best known to audiences as "Carrie Bradshaw", the writer-romantic from the hit HBO series, "Sex and the City."  An  actress  since  childhood,  Parker  has  appeared  in  scores  of films including  "Honeymoon  in  Vegas,"  "Ed  Wood,"  "LA  Story," and "State and Main."  Parker recently starred alongside Matthew McConaughey in the hit romantic comedy "Failure to Launch" and produced and starred in the political drama, "Spinning into Butter."  Parker will soon be seen in "Smart People" with Dennis Quaid.



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