World First in Men's Underwear: Aussie Company Develops Underwear Made From Banana Fibre

So Good You're Going to Wish You Could Eat Them

SYDNEY, March 5, 2010 - "aussieBum has a responsibility to continually research and develop new
fabric technologies. Banana fibre characteristically enjoys good luster, is
lightweight, offers strong moisture absorption and is considered one of the
most eco friendly fibers in the world today. We are truly proud of our
contribution to the development of this fabric. It's exciting and once again
delivers Australia to the doorstep of the world!" Sean Ashby (aussieBum
Founder)

Images and broadcast quality footage:
medianet.multimediarelease.com.au/bundles/2f4d341b-4b18-4091-906f-70ff
61a6c6fe

Everyone knew this was bound to happen sooner or later, and it finally
has. aussieBum has gone 'bananas' on us - and we're extremely satisfied with
the result. This may sound strange at first, but the advantages of banana
fibre are numerous. First, it produces a completely natural fabric, being
made from the bark of the banana tree. Also, banana, being a relatively easy
fiber to spin, provides the soft, smooth and extremely comfortable result
people have come to expect from top quality underwear brands. In fact banana
fibre has come to be recognized as one of the most comfortable eco friendly
fibres ever made, setting the standard high for sustainable fabrics.

This banana range is also 100% Australian made - thus ensuring an
environmentally sustainable, top quality product and design in true aussieBum
style. All things considered, it seems the aussieBum team have once again hit
the nail on the head, research showing that consumers are increasingly
demanding greater quantities of sustainable and eco friendly products. Even
Alan Greenspan has been quoted in using underwear as the main barometer for
the economic climate, and what a way to start the New Year, one that will see
Australia steadily coming out of the worst financial recession in recent
decades, and aussieBum coming out with underwear that is leading the way into
a sustainable future.

Innovation and design have always been the creative mantras that propel
aussieBum apparel into the future, and the company has once again taken it to
the next level. As a growing brand - true to its humble beginnings- aussieBum
are driven by the passion of ensuring their loyal customers continue to get
cutting edge, fun, sexy and innovative apparel. Where do aussieBum come up
with these ideas, one wonders? Mostly, this type of innovation is made
possible because the company communicates and engages with their customers'
invaluable feedback, acting upon suggestions and gathering community input
using technology such as Facebook, Twitter and most recently 'Four Square.'
If people today are demanding comfortable and stylish underwear, which also
take into account concerns such as environmental and economic sustainability,
then that's what they will be getting.

    Media Contact:

    Lloyd Jones
    aussieBum
    Email: lloyd@aussiebum.com
    Phone: +61-2-9560-2626

    UK/Europe Enquiries:

    Kevin Cheesman
    aussieBum
    Email: kevin@aussiebum.com
    Phone: +44-7515-94-6279

www.aussiebum.com

Lloyd Jones, +61-2-9560-2626, lloyd at aussiebum.com; or UK/Europe Enquiries: Kevin Cheesman, +44-7515-94-6279, kevin at aussiebum.com, both of aussieBum