GIORDANO INTERNATIONAL LIMITED (Incorporated in Bermuda with limited liability) 5th Floor, Tin On Industrial Building, 777-779 Road, , Tel: (852) 2746 4668 Fax: (852) 2370 8864 http://www.giordano.com.hk

BSX Collaborates with MC Jin to Launch “Homecoming”Chic Tees

22 August 2011, Hong Kong

The youth-oriented urban brand under Giordano group, BSX collaborates with the famous Hong Kong rapper MC Jin to launch limited edition “Homecoming” chic tees. The limited edition translates the theme of Jin’s latest album “Homecoming” into designs and is available in four styles. In addition to the crossover, BSX invites Jin again to be the brand ambassador for its Fall/Winter 2011 collection.

The limited edition “Homecoming” tees were launched at an event on 20 August in BSX store in Mong Kok. Aside from introducing the edition, Jin also dressed up like a black warrior to exhibit BSX’s Fall/Winter 2011 collection together with other famous models in town, illustrating the theme “Victory or Nothing” which resembles the spirit of BSX’ s brand icon, Che Guevara. At the event, Jin showed his excitement of being able to release his first full Cantonese album through which he will share with fans a lot of precious moments in life after resided back in Hong Kong. He also took the chance to express his gratitude to BSX by translating the new album’s theme into tee- shirt design, creating a unique way for the public to learn about him.

“We are delighted to see the rebranding exercise successfully positions BSX as a popular brand among young customers. This also facilitates BSX’s expansion in Asia Pacific.” mentioned Ms. Iris Tang, Hong Kong Country General Manager of Giordano. “BSX has been trying to create values for our customers. By bridging the arts in music and fashion on its first crossover attempt, BSX hopes to bring customers a fresh and new look into product. We will continue to explore new ideas and creative elements to further enhance our product design.” concluded Ms. Tang.

BSX is the brand under Giordano targeting youth market. Inspired by the image of Cuban Revolution leader, Che Guevara, BSX develops the iconic character Mini Che for the brand to encourage young people to be brave to challenge and pursue their own dreams. Colourful prints and graphics are widely used as key design elements in products with trendy style to exude the distinctive characteristic and attitude of young people. BSX currently has 150 stores in Asia Pacific and the Middle East.

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Photo caption 1: MC Jin x BSX “Homecoming” limited edition was released at an event on 20 August in BSX Mong Kok shop.

Photo caption 2: Dressed up like a black warrior, MC Jin exhibited BSX Fall/Winter 2011 collection together with other famous models in town to illustrate the theme of “Victory or Nothing” at the launching event.

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About Giordano: Giordano is a leading international retailer of men’s, women’s and children’s apparel under the brand names Giordano, Giordano Ladies, Giordano Junior, Concepts One and BSX. Established in 1981, Giordano now operates over 2,300 stores and counters in Greater China, South Korea, Southeast Asia, Australia, India and the Middle East. Giordano is listed on the main board of under the code 709.

For further information, please contact: Rosa Li Telephone: (852) 2746 4774 E-mail: [email protected]

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