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January 13, 2012

Intimate Apparel Retailer to Host Drive for Bra Donations

Soma Intimates, the ultimate destination for beautiful lingerie, loungewear and beauty announces the latest installment of its "Giving is Beautiful" bra donation campaign, a nationwide charitable initiative to collect bras for women in need.

Starting on January 12th and continuing through February 26th, 2012, the company will accept both new and gently used bras at all Soma Intimates boutiques across the country.

"A bra is one of the least donated, but most in-demand items for women in need. When we learned that there are thousands of women going without an item that most of us consider part of our daily routine, we knew we had to do something," states Laurie Van Brunt, Soma Intimates' Brand President. "At Soma, we believe that no woman should have to make the decision between putting food on the table and buying a bra. The simple act of donating a bra helps these women to focus on rebuilding and recovering from the hardships of domestic violence. Over 4 million women need the assistance of a shelter annually and many come with only the clothes on their backs."

While national in scope, Soma's bra donation initiative is local in nature – directly impacting communities where the bras are donated. Each of Soma Intimates 182 boutiques will work with a local women's shelter to help women in need in that area.

This year, to raise awareness about domestic violence and to impact the number of bras collected, Soma announced a partnership with the National Network to End Domestic Violence (NNEDV), a leading voice for survivors of domestic violence and their allies. Representing coalitions against domestic violence in every U.S. state and territory, NNEDV is working to spread the word and make a difference in women's lives.

"NNEDV is thrilled to partner with Soma Intimates on this years 'Giving is Beautiful' Bra Donation," said Sue Else, President, NNEDV. "Together we can make a difference in women's lives, help close the gap on the lack of bras available in shelters and raise awareness to work toward ending domestic violence."

First launched in July 2010, this marks the fourth biannual bra donation initiative for Soma Intimates. To date, Soma has collected over 145,000 bras to help women in need across the country.

"We are honored to kick off our 2012 Bra Donation with NNEDV as our partner. Giving really is beautiful, and we're thankful to them and all of our customers who are coming together to support local women in need," says Van Brunt of Soma Intimates. "While we are incredibly proud of the 145,000 donated bras we have collected, this partnership allows us to raise the bar even higher. Our goal for this bra donation is to hit the milestone of a quarter million bras."

For more information about the Soma Intimates "Giving is Beautiful" bra donation event, please visit www.soma.com/givebras.