Lake Tahoe, CA. — July 27, 2004 – California based Deep Distribution is proud to announce partnership with Swedish lifestyle brand WE Clothing. As the exclusive representative of WE in the United States, Deep will be responsible for the wholesale side of the business.

“Having recently returned from the latest sales meeting in Sweden, we’re delighted to be part of the Superlative Conspiracy, says Jen McVey Riley of Deep. “Every last person involved with the brand is so passionate. The momentum is really exciting.

Although WE sponsors some of the best skateboarders and snowboarders in the world, WE is neither a skateboard nor a snowboard clothing company; WE is an urban fashion company with roots in skating and snowboarding, tagged appropriately, “life after skate”. WE Activists include actor and skateboarder Jason Lee, skaters Ali Boulala and Chris Pastras, snowboarder Ingemar Backman, DJ Stretch Armstrong, musicians Outlandish and Timbuktu and Los Angeles based artist Chad Robertson, to name only a few.

According to Greger Hagelin, CEO of WE, “When we started in spring 1999, it was a new company; yet no inexperienced people were behind it. It was built by a tightly knit group of people with a solid background in clothing, snowboarding and skateboarding. There were never any questions about what we wanted to create: a company based on personal engagement, conviction and shared ideas. With a unique mix of athletes, artists, and celebrities, our first priority is to create a feeling of solidarity.

WE will be available in select stores this Fall, including Fred Segal in Santa Monica, and the WE flagship store at 144 Robertson, in Los Angeles. Wholesale customers can preview the Spring 05 collection at the Agenda Show, Pool or ASR.