Water Girl, USA Transitions to Patagonia Women's Surf in Spring 2008

Patagonia, Inc., announces today that effective Spring 2008 the Water Girl, USA brand will transition to Patagonia Women’s Surf. The decision comes as the final step in Patagonia’s brand architecture simplification.
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VENTURA, Calif. (August 9, 2006) – Patagonia, Inc., outdoor apparel company, announces today that effective Spring 2008 the Water Girl, USA brand will transition to Patagonia Women's Surf. The decision comes as the final step in Patagonia's brand architecture simplification, which has included the transition of Lotus Designs to Patagonia Paddling and the reclassification of the Rhythm collection to Climbing-Inspired Clothing. Water Girl, USA will continue to be sold in the marketplace during both the Spring 2007 and Fall 2007 seasons. In Spring 2008, the Women's Surf category will be branded Patagonia, with Water Girl as secondary identification on interior labels.

“The Patagonia brand is our strongest asset,” notes John Collins, Patagonia's director of US sales, “Our goal is to do everything we can to support this brand in the marketplace – and this includes bringing Water Girl under the Patagonia umbrella. Women's Surf will offer the same fashion and functionality that made Water Girl so well-liked among our customers, and it will serve as a natural complement to our popular Men's Surf collection.”

With the recent launch of Patagonia's Men's Surf line and its subsequent success in the marketplace, the move comes at an ideal time. Additionally, the consolidation of lifestyle products under the Patagonia name allows the company to reduce duplicative styles, increase sales momentum and attract a younger, ocean-minded customer.

“Our Spring 2008 product assortment will have enough diversity for our varied distribution needs, and will allow Patagonia dealers to tell a variety of surf, travel, fish and climbing stories,” says Casey Sheahan, Patagonia's President and CEO, “Equally important, this simplified line structure is a long-term goal of Patagonia's that's finally come to fruition.”

Patagonia thanks both the outdoor and surf industries for their support of the Water Girl, USA brand over the past several years and promises to make the transition to Patagonia Women's Surf as effortless and professional as possible.

Patagonia, with sales last year of $260M, is noted internationally for its commitment to product quality and environmental activism. Its Environmental Grants Program has contributed over $20M to grassroots environmental activists since the program began in 1985, and its Environmental Internship Program allows employees to work for environmental groups while receiving their full paycheck. Incorporating environmental responsibility into product development, the company has, since 1996, used only organically-grown cotton in its clothing line, and its most recent launch of synthetic fiber-to-fiber recycling – taking back its worn-out clothing and reincarnating it as new products, forever capturing the petroleum used in making virgin fiber.

Patagonia PR Contact: Jen Rapp, (805) 667-4768, jen_rapp@patagonia.com

Dealer Inquiries: John Collins, (805) 667-4593, john_collins@patagonia.com


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