Pacific Sunwear Announces Agreement To License The MODERN AMUSEMENT Brand

ANAHEIM, Calif., Aug. 24, 2010 (GLOBE NEWSWIRE) -- Pacific Sunwear of California, Inc. (Nasdaq:PSUN) ("PacSun") announced today that it has entered into an exclusive agreement to license the MODERN AMUSEMENT brand from Dirty Bird Productions, Inc. ("DBP").  MODERN AMUSEMENT is a design driven, California street wear brand for men's and women's sportswear and accessories.   

MODERN AMUSEMENT was acquired in 2004 by Mossimo Giannulli, the founder and creative force behind the MOSSIMO brand which he established in 1987 and later licensed to Target Corp. The MODERN AMUSEMENT brand has been sold in the United States through premier retailers such as Nordstrom, Barney's, Fred Segal and Bloomingdales, and internationally through accounts such as Selfridges and Harvey Nichols in the U.K. and Beams in Japan.   

"I am so pleased to be working again with Pacific Sunwear which in many ways is like coming home," said Mr. Giannulli. "PacSun was my first large account when I was building MOSSIMO, and to be able to take the model that I have had so much success with and build on that platform with Gary and his team is really exciting."   

"MODERN AMUSEMENT will continue to represent a fashion lifestyle while becoming more widely distributed at appropriate price points," said Mr. Giannulli. "Building on the success of how we initially launched the brand, I believe we can create a much bigger business leveraging the merchandising, design, and sourcing capabilities that's now been assembled at PacSun."   

"I have long been an admirer of Moss's creativity, vision and ability to build brands," said Gary H. Schoenfeld, President and Chief Executive Officer of Pacific Sunwear.  "We believe that the addition of the MODERN AMUSEMENT brand will enable us to bring an added dimension to our stores through the vision of one of the leaders of Southern California surf and street fashion over the past 25 years."