Eleksen’s New eSystem™ Powers Interactive Apparel Industry; Offers Comprehensive Merchandising Support

Program lowers barriers to entry for iApparel manufacturers and retailers in market estimated to reach $1billion in 3 years.

LAS VEGAS--(BUSINESS WIRE)--Exploiting the convergence of music, fashion apparel and the digital lifestyle, Eleksen Group plc. (AIM:ELG.L), the world’s leading provider of touch-sensitive smart fabrics for consumer electronics in apparel and accessories, today announced the launch of the Eleksen eSystem™ for interactive apparel (iApparel). Eleksen’s eSystem™ is a transformational model for the apparel industry which includes a range of new ElekTex® smart fabric sensors, next generation electronics and comprehensive marketing and merchandising support programs designed to move iApparel into the mainstream. Eleksen’s eSystem™ extends the ability of the wearer to control iPods, cell phones, MP3 music phones, radios and other entertainment and communications devices from their garments.

“This is an ambitious program which will drive the proliferation of electronics-enabled apparel. There is huge potential to bring to fruition the promise of the iApparel industry: stylish and functional clothing and bags that incorporate controls for today’s omnipresent mobile devices.”

A growing range of electronics controllers makes eSystem™ the industry’s first solution to let end users decide which consumer electronics devices they want to control from their interactive clothing. The enabling components launched as part of the new Eleksen eSystem™ consist of three new sensors incorporating Eleksen’s new SensorID™ technology, which allow iApparel designers to use any of 16 different six-button layouts in their designs with any eSystem™ control electronics. This facilitates the seamless transfer of device controllers between any enabled garments.

Fuelled by the explosive global growth of mobile communications and entertainment devices and the integration of these devices into consumers’ lifestyles, the iApparel market is predicted to become a $1billion dollar business within the next two and a half to three years (Source: NPD). Eleksen invented the comprehensive eSystem™ to solve challenges experienced by iApparel manufacturers and retailers while eliminating the barriers to entry into this highly lucrative, emerging market.

eSystem™ frees manufacturers to capitalize on the growing iApparel segment by doing what they do best – designing apparel. The eSystem lifts the burden of managing electronics from iApparel manufacturers and retailers while Eleksen assumes the responsibility for their development, production, technology licensing and after-sales customer support.

eSystem™ electronics modules are sold unbundled from enabled apparel and bags resulting in interactive softgoods with lower costs and retail prices. At these lower price points iApparel becomes part of the mainstream apparel market for a range of segments including urban, surf/skate and active wear apparel markets.

eSystem™ solves iApparel market challenges on retail pricing, retail logistics, electronics management, segment marketing and customer service. Specifically, Eleksen supports manufacturers and retailers through:

• Targeted consumer marketing to drive consumer awareness and demand in the iApparel segment
• Comprehensive retail logistics management and POP materials
• Management of all electronics & technology issues including licenses and roadmaps to prevent on-shelf obsolescence
• Extensive customer support throughout the United States and Canada.

“Eleksen’s eSystem™ program meets the demand for a comprehensive merchandising solution that would benefit both apparel manufacturers and retailers with significant consumer benefits as well,” said Robin Shephard, CEO of Eleksen. “This is an ambitious program which will drive the proliferation of electronics-enabled apparel. There is huge potential to bring to fruition the promise of the iApparel industry: stylish and functional clothing and bags that incorporate controls for today’s omnipresent mobile devices.”

Eleksen’s ElekTex® smart fabric touchpads and electronics have been featured in products from such popular brands as ZegnaSport, Spyder, CitySports, Weatherproof, O’Neill, Pearl Izumi, Victorinox, Express Stores, Belkin, Marks & Spencer, and others.

eSystem™ product components are available immediately for apparel manufacturers. Eleksen expects eSystem™ enabled iApparel and bags to be available to consumers in fall 2008.

For more details, visit www.eleksen.com.

About Eleksen

Eleksen Group plc is the world leader in touch sensitive interactive textiles for electronics interface design. The company's core technology, ElekTex, is a unique electro-conductive fabric touch pad optimized for the creation of flexible, durable and rugged fabric touch screen interfaces. ElekTex is used in applications ranging from wearable electronic controls for consumer electronics and industrial wear to lightweight, low-power touch interfaces for CE accessories, telematics, military, transportation and space suits. It replaces the hard touch pads, flexi-circuits and polymer switches which have limited the growth of the wearable electronics markets. Eleksen licenses ElekTex and reference design to manufacturers for use in custom electronics design and also markets a range of ready-to-integrate solutions for garment, bags and accessories manufacturers. Eleksen is headquartered in Pinewood Studios near London, England and in San Francisco, Calif.