rue21, inc. (NASDAQ: rue), a leading specialty apparel retailer, today announced the introduction of their 11 th exclusive fragrance, twentyone black™. This girls’ fragrance is launching on July 21, 2010 in all rue21 stores across the country. twentyone black™ is a mysterious and addictive fragrance that conveys the carefree spirit of today’s confident girl. Inspired by the “good side of bad,” the fragrance is designed to bring forth the edge that every girl has inside. Through a blend of jeweled oranges, watery pineapple slices, creamy coconut and precious woods, twentyone black™ evokes a sense of individuality and enigma, making it the perfect fragrance to create a statement all your own. Bob Fisch, President and CEO, commented, “We are thrilled to be launching our 11 th exclusive fragrance to start the Back To School season. twentyone black™ expresses the independent spirit of our shoppers, and complements the trendy new fashions we have arriving in our stores for both girls and guys over the next few weeks.” rue21 has been giving away a free twentyone black™ fragrance on a daily basis to one lucky winner on Facebook, www.facebook.com/rue21. The grand prize of a $500 shopping spree will be announced on the launch date of July 21, 2010. About rue21, inc.: rue21 is a leading specialty apparel retailer offering exclusive branded merchandise and the newest trends at a great value. As of May 1, 2010, rue21 operated 565 store locations in 43 states. Learn more at www.rue21.com.