Lowrider Brand Continues Expansion into Women's Apparel and Accessories Market; PRIMEDIA Enterprises and Ann's Trading to Produce Lowrider-Branded Accessories and Products for the Home

"As a consumer brand, Lowrider holds tremendous value and equityand we're thrilled about extending its reach through creativeadditions to its robust merchandise mix," said Julia Wisby, licensingmanager of Ann's Trading. "Lowrider is a great example of how a brandcan create an all-inclusive lifestyle."

The new products are designed to reflect the creativity andindividuality synonymous with the Lowrider brand and the lowridinglifestyle. The collaboration introduces a range of home and women'saccessories that includes bedding, blankets, rugs and towels,handbags, travel/duffel bags and back packs, as well as cell phonecases and check book covers. The line will roll-out in late 2005 atleading national specialty, grocery and wholesale retailers, as wellas through catalogs/direct mail.

"People immersed in the lowriding phenomenon want to pull theirlove of the lifestyle into what they wear, how they accessorize andhow they decorate their home," said Jacqueline Blum, president ofPRIMEDIA Enterprises. "The enthusiast is a unique kind of consumer andthe market opportunity they present is significant. Through a programof creative extensions, the Lowrider brand encourages this growingbase of enthusiasts to form strong affiliations and stay connected totheir passions."

This latest deal with Ann's Trading is part of a PRIMEDIA'sestablished licensing program that includes several Lowrider-brandedconsumer apparel and accessories lines currently available at keyretailers. The brand also produces the Lowrider Magazine Tour, anannual national event series that celebrates this rapidly-growing carculture. Together, the successful extensions into lucrative productcategories and events further the brand's status as an authentic anddefinitive voice in lowriding.

About Lowrider Magazine

Founded more than 25 years ago, Lowrider is the original magazineof the hobby and has been among the top-selling titles on thenewsstand for the past six years. Keeping pace with current trends andthe growth of lowriding, Lowrider is joined by its Web site,lowridermag.com, and Lowrider Arte and Lowrider Bicycle. All Lowridertitles, events and licensed products are part of PRIMEDIA's AutomotiveEnthusiast Group headquartered in Southern California.

About PRIMEDIA Enterprises

PRIMEDIA Enterprises is the worldwide brand licensing division forPRIMEDIA's 250 publications, having established brand extensionprograms for titles such as Motor Trend, Hot Rod, Lowrider, SuperStreet, Import Tuner, In-Fisherman, and Creating Keepsakes. PRIMEDIAEnterprises extends the company's brands into consumer productcategories such as apparel, accessories, toys, interactive games,automotive accessories and equipment, books, and calendars, as well asservice licensing and promotions.

Internationally, PRIMEDIA's content and brands are licensed inmore than a dozen countries around the world.