FASHION WITH PURPOSE--NOT YOUR ORDINARY CLOTHING

(PRLEAP.COM) Southlake, Texas — June 6, 2007 — Yield is not your typical clothing company and its co-founder and Chief Executive Officer, Jeff Lucas, is not your typical clothing executive. Lucas, a former executive in the mainstream retail clothing and sporting goods industry, is turning the tide with Yield, an "outwardly moral company" with clothing labels such as "Courage", "Honor", and "Beauty". Plus, the purchase of every pair of jeans feeds a child somewhere in the world for three months.

The sexual imagery in front of our children has become the wallpaper of our world. Walking through any mall, the floor-to-ceiling black-and-white photo of a topless girl barely elicits a second glance. The more intense the imagery, the more desensitized we become—to the advertising as well as to the products it promotes. A major clothing retailer is repeatedly under fire for vulgar product lines and sexually overt advertising. In 2003, this company released a line of children’s-sized thong underwear bearing sexually suggestive messages. This is the mainstream our children are currently swimming in.

Enter Yield. It is not your typical clothing line and its co-founder and chief executive officer, Jeff Lucas, is not your typical clothing executive.

“I have a confession to make,” is how Mr. Lucas many times begins his speeches. From there, he goes on to reveal how he assisted in creating some of the sexual scenery that has become part of our landscape. For 15 years, he was a hard-charging executive in the retail clothing and sporting goods industries. Under his management, the clothing and snowboard brands pushed every moral limit—from boards emblazoned with suggestive imagery to clothing advertised inappropriately.

A consummate man of action—and a big thinker—Lucas committed himself to turning this sexual tidal wave. He poured almost every cent of his fortune into creating Yield, a clothing line incorporating “Fashion with Purpose” and “Purchase with Purpose”.

“Yield is an outwardly moral apparel company, built for teens and young adults, based on two primary purposes,” explains Lucas.

“The first is to provide a positive alternative for this generation with messaging that shapes strong character and good values during their impressionable years.”

“Second, we want to offer them an opportunity to be involved in a cause that extends well beyond themselves. This generation is searching for something to believe in.”

Fashion with Purpose

“Wearing Yield clothing empowers a young individual with a sense of purpose,” adds Lucas. “We envision it as the armor against the desensitization of mass consumer brands and imagery.”
Yield is changing this trend by defining and sewing in clothing labels such as “Courage”, “Honor” and “Beauty”.

Purchase with Purpose

Furthermore, the “Purchase with Purpose” aspect of Yield refers to a global cause for which Lucas has an equally significant long-term vision. Currently, every purchase of a pair of Yield jeans will feed a hungry child in Asia, Africa, India or Central America for three months.

Lucas, a businessman by nature, has a vision of self-sustaining solutions. “Excellent organizations have been drop-shipping food into countries all over the world,” explains Lucas. “But this is done at enormous expense and waste.”

Lucas’ plan, with profits from Yield merchandise, is to help build “food factories” in these regions. These state of the art facilities are capable of producing substantial amounts of food from readily available raw materials. A factory can be constructed for approximately $1.5 million. In addition, they create a local economy and are proven capable of providing enough food to produce more than 270,000 meals per day.”

Our children need a viable, positive alternative to avoid degenerating to the lowest common denominator. Yield is the alternative for this young generation to empower and strengthen themselves, their character, and their world.

About Yield

Yield’s mission is to clothe every young adult head-to-toe in fashionable jeans, shirts, shoes and accessories that communicate positive moral values while giving back and helping the less fortunate around the world. Yield’s Web-site can be seen at http://www.yieldunderground.com. Additional press information can be found at http://www.YieldPress.com.

For more information, please contact Yield press office at info@YieldPress.com or via telephone at (877) We-Yield.
© 2007 Yield All Ways LLC. All rights reserved. Yield, Fashion with Purchase, Purchase with Purpose are registered trademarks of Yield All Ways LLC.

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