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Sears announced today the launch of All American Army Brand's First Infantry Division collection. The classic American sportswear collection inspired by the oldest and most illustrious division of the U.S. Army, the First Infantry Division collection will debut in 550 Sears stores nationwide and on Sears.com in October.

The Army Brand's First Infantry Division collection for men, women and boys represents the first time the U.S. Army has officially licensed the use of its marks and insignias, reflecting two centuries of proud tradition and rich heritage. Vintage inspired design, intricate attention to detail, and supreme quality standards, inspired by Army technology, will offer a timeless and authentic collection.

"Army Brand is proud to launch the first apparel collection officially licensed by the U.S. Army. Every design carries the Army seal of approval," said Robert McGuinness, a company executive. "Embracing the diversity of the U.S. Army through various Divisions, each Army Brand collection will be comprised of authentic lifestyle reinterpretations of the supreme fit, classic design, and rugged performance of regulation uniforms and military issued gear. We are excited to launch our First Infantry Division collection exclusively at Sears this fall."

"For the first time, the U.S. Army has granted a license to the All American Army Brand, a well established designer and manufacturer of apparel, allowing use of official Army marks and insignias in its new specially created apparel collections," said a spokesperson for the U.S. Army. "By incorporating the Army's timeless traditions with iconic styling and unparalleled standards for performance, fit and function, consumers can wear the pride they feel for our troops. We are especially pleased that the First Infantry collection will launch at Sears in keeping with the company's tradition of supporting the U.S. military through its Heroes at Home program."

The Army Brand collections will also give back to those who have given so much in service to the United States. The license fee paid by Army Brand is used to support programs that benefit the well-being of the troops and their families.

Army Brand's well-priced First Infantry Division collection offers opening price points for t-shirts at $11.99. Hoodies range in price from $29.99 to $44.99. Denim is priced at $25.99 and outerwear ranges between $35.99 and $119.99. The outerwear styles are highlighted because of their authentic iconic silhouettes that enhance the coordinating knits, woven sweaters and bottoms.

"Over the years, military-inspired clothing has played a distinct role in shaping fashion trends," said Craig Israel, Senior Vice President, Sears Holding Corporation and President, Sears Apparel. "We are now able to exclusively offer a line that is pure to the origins of that inspiration. Our commitment to the All American Army Brand is evident in its prominence in our Fall Forward fashion exhibit, held September 10 during the week of the 2008 Mercedes-Benz Fashion Week. It will also be apparent in numerous marketing campaigns going forward, including those planned for the holiday season, and in the store experience."

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD) () -- News (), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, clothing and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 935 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at .

About All American Army Brand

All American Army Brand is a designer and manufacturer of men's, women's and children's apparel. They are officially licensed by the U.S. Army to use all of the marks and insignias of the U.S. Army. Army Brand ensures that the use and combination of these marks and insignias are translated in the designs, fabrications, quality standards, and authenticity criteria of the U.S. Army for the official U.S. Army seal of approval. For more information, visit the All American Army Brand website at .

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SOURCE: Sears, Roebuck and Co.

CONTACT: Amy Dimond, +1-224-735-8983, ADimond@searshc.com; or Chelsea
Moreno, +1-212-367-6825, Chelsea.Moreno@eurorscg.com, both for Sears, Roebuck
and Co.

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