Mission Workshop Lands in Europe and Finds a New Home in London

SAN FRANCISCO, August 11, 2010 - Mission Workshop (www.missionworkshop.com), a San Francisco-based
company that creates bags, clothing, and shoes for urban cyclists and world
travelers alike, has opened their new European base of operations in
collaboration with London's handmade bike builders, 14 Bike Co. The
newly-forged space is a rebirth of 14 Bike Co's original East London retail
space located in the Old Truman Brewery. The new space will carry the
complete Mission Workshop product line and the full range of 14 Bike Co's
bikes and apparel. The space will also feature a "sit-and-fit" lounge where
customers can be fitted for their own handmade and custom built bikes by 14
Bike Co.

    (Photo: photos.prnewswire.com/prnh/20100811/SF49338)
    (Photo: www.newscom.com/cgi-bin/prnh/20100811/SF49338)

In addition to retail, the new home base will act as a warehouse and
distribution hub for Mission Workshop resellers in London and across Europe.
This will provide simple, inexpensive, and duty-free delivery of product to
resellers within the EU.

The team behind Mission Workshop includes the founders of the renowned
urban cycling brand Chrome. Utilizing the design experience gained over the
last 15 years, Mission Workshop has crafted a line of aesthetically clean,
and functionally utilitarian, urban riding gear. With a focus on detail and a
commitment to simply making the best products possible, Mission Workshop's
eye for detail and commitment to quality is evident in every seam and stitch.

According to Director, Bart Kyzar, "We felt the time was right to set up
shop in London. Over the last 15 years we have been fortunate to be part of a
larger network of cycling enthusiasts from around the world. London is known
for having a thriving bike community with passionate riders, we love being
part of the scene, it was a natural transition for us, and it felt right."

To better serve our consumer base across Europe, Mission Workshop has
also launched a European website with order fulfillment located in Amsterdam
and London. Mission Workshop now offers duty-free, flat-rate shipping on all
web orders within the EU.

Rob Reedy of Mission Workshop, +1-415-515-8692, rob at missionworkshop.com