Press Releases

CULVER CITY, Calif., December 3, 2009 - Loot, a group of developers within Sony Pictures Entertainmnet, has struck a deal with Iron Fist® Clothing to create branded items for the PlayStation® Home environment, it was announced today. The one-year licensing deal enables the Loot team to create and sell Iron Fist merchandise in the virtual world.

"Collaborating with Loot has been a blast," said Mikey Black at Iron Fist. "We are excited to see our designs take on a whole new life in the virtual world."

Virtual replicas of original Iron Fist designs such as t-shirts and "hoodies" will be available for sale to the PlayStation Home community beginning on December 3, 2009. Iron Fist branded hats and beanies will be available for purchase at the Home Shopping Mall in the coming weeks.

"Our expertise is in translating brands and creating entertainment experiences for the PlayStation Home virtual environment," said David Sterling, Vice President of Business Development for the Digital Authoring Center and GM of Loot for Sony Pictures Entertainment. "The Iron Fist brand in particular is a great match for the PlayStation Home community and we're excited to bring them to Home."

About Iron Fist

Iron Fist® is a South African born and globally cultured apparel and footwear brand based in San Diego, California. Established in 2005 as a means for two friends to create art and action sport inspired clothing to sell out of the trunks of their cars, the project continued to grow beyond anyone's expectations until it exploded into a cultural revolution among the youth worldwide. Iron Fist's bold usage of color and abstract t-shirts and extremely creative line of girl's footwear has caught the eye of musicians, celebrities, customers, fashion editors and retailers far and wide. Currently, distributed and licensed in Europe, USA, Canada, South Africa, Australia and Asia the growth curve has produced a brand for the future with its roots now spreading into retail, footwear, accessory and media projects.

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America (SCA), a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution, operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in more than 130 countries. Sony Pictures Entertainment can be found on the World Wide Web at www.sonypictures.com.

Contacts:

Kim Vu for Loot
(p) 310.244.4649
Kim_vu@spe.sony.com

Mikey Black for Iron Fist®
(p)858.586.1100
pr@ironfist.tv