House of Fraser Launches Label Lab Menswear

LONDON, March 10, 2011 - House of Fraser has announced the launch of Label Lab Menswear, a new and
exclusive menswear range.

With a sense of faded grandeur, Label Lab is heavily inspired by the
offbeat style of London's East End. Integral to the brand is a commitment to
design and individuality, aiming to appeal to musicians, artists and free
thinkers alike.

The urban casualwear men's clothing
(www.houseoffraser.co.uk/tops+for+men/207,default,sc.html) collection
features lived-in leather shirts, biker jackets and work-wear inspired denim.
Ticking striped shirts in heavy woven cotton, distressed raw-edged jersey,
and the obligatory printed t-shirt form essential style must-haves which give
the new label its individual DNA.

A monochrome palette of bone white and washed-out vintage shades of black
are punctuated by off-colour hues that give the collection its authentic,
worn-in feel. Oil stained earthy shades, faded blood red and chalky
sun-bleached blues work well in a variety of deconstructed shapes and cuts.

Drop-crotch khaki denim trousers look great worn with cherished vintage
high-tops, while crumpled leather shirts add textural depth to the
collection. Interest is added through print in the form of 'Op' art graphics
and surrealist Victorian style prints across a wide range of men's t-shirts
(www.houseoffraser.co.uk/tops+for+men/207,default,sc.html).

The marketing campaign is being fronted by Tall Ships; an emerging
Brighton based 3-piece band who will feature within the brand's print and
digital media content. Having already played with The Futureheads and hotly
tipped by BBC Radio 1 and NME Magazine, Tall Ships encapsulate Label Lab's
attitude, echoing the attributes of the collection making them the perfect
front men.

Sure to be a hit amongst the Hackney faithful and their creative
neighbours further afield,

Label Lab sets a new precedent for individual style in men's fashion.

Label Lab will join the House of Fraser menswear collection alongside
brands such as Barbour, Aquascutum, Desigual (www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Desigual)
and Superdry (www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Superdry).

(Due to the length of these URLs, it may be necessary to copy and paste
hyperlinks into your Internet browser's URL address field. Remove the
space if one exists.)

About House of Fraser:

House of Fraser is a department store group with 61 enviable locations
across the UK and Ireland. As one of the best known names on the high street,
House of Fraser has presented customers with an unrivalled nationwide
department store for 160 years. The company was acquired by the Highland
consortium in November 2006 marking the beginning of an exciting new chapter
in its history. The group has annual sales in excess of GBP1.25bn and employs
6,500 House of Fraser staff and 10,000 concession staff through 5 million sq
ft of selling space.

    House of Fraser media contact:
    Rea Shahroudi
    Online Acquisition Manager
    House of Fraser
    27 Baker Street
    London
    W1U 8AH
    +44(0)207-003-4096
    www.houseoffraser.co.uk

House of Fraser media contact: Rea Shahroudi, Online Acquisition Manager, House of Fraser, 27 Baker Street, London, W1U 8AH, +44(0)207-003-4096