FOR IMMEDIATE RELEASE
September 10, 2004

CONTACT:
Cara K. Bernosky, President
IMC Licensing
502.589.7655
cara@imclicensing.com

Josh Rosenzweig
212.505.2900
jrosenzweig@thekarpelgroup.com

MAN-O-MANISCHEWITZ! URBAN SCHMATTA BY JEWCY.COM LICENSES KOSHER LOGOS TO MAKE DELICIOUS TEES

Urban Schmatta by Jewcy.com, the clothing line that brought Jewcy T-shirts to fashion-forward Jews around the globe, is giving Torah worshippers and their comrades something new to 'nosh on.'

In an unprecedented licensing agreement with the B. Manischewitz Company, Urban Schmatta has produced a brand new line of vintage-style t-shirts boasting the name of the famous matzoh maker. A staple in grandma's kitchen and signpost of Jewish-American culture since 1888, Manischewitz brings to mind all things Hebrew. This reinvention of the Manischewitz brand in such a fashionable form brings out not only the hungry, but also the hip Heeb in all of us.

Unlike the green and orange gefilte fish jars that adorn supermarket shelves, Urban Schmatta's t-shirts display the classic Manischewitz logos (collected from vintage cookbooks) of the 30s, 40s and 50s. The vintage logos lend an air of cool nostalgia to these stylish Tees, making them perfect for observing the Sabbath, or going out on a Saturday night.

Urban Schmatta will also release a brand new line of Manischewitz t-shirts for babies and toddlers. The t-shirts and onesies feature the one of the same vintage logos as the adult shirts, but in little pisher sizes. It's more fun to wipe the schmutz off your little tottela if he/she is wearing the ultimate sign of baby-Jew pride.

The entire Manischewitz, Baby Manischewitz, and original Jewcy product lines are viewable/available at www.jewcy.com. Prices range from $21.00 - $30.00. Clothing/product samples sent upon request.

Urban Schmatta by Jewcy.com is the name of the line of apparel that is created and sold by Jewcy.com.

Jewcy represents kosher-style fabulosity and has garnered international press and attention since it went live in November 2002. Aimed at today's members of the Tribe, Jewcy celebrates the life via a line of lifestyle products and events that sizzle like fresh latkes. You don't have to be Jewish to be Jewcy (although it doesn't hurt!) - it's also good for Jew-Lovers, Honorary Jews, and even gentiles. It would be a SHANDA to wear anything else.

About MANISCHEWITZ

The B. Manischewitz Company, founded in 1888, is the nation's largest manufacturer of kosher food products including matzos, noodles, crackers, cakes, cookies, soups and processed fish products. Through its specialty food group, R.A.B. Holdings, Inc. manufactures and markets Manischewitz®, Horowitz Magareten®, Goodman's®, Gold Boat®, Season®, and Guiltless Gourmet® brand products.

About IMC

IMC Licensing is the nation's leading full-service licensing agency specializing in consumer product brands. Firmly grounded in the middle of the U.S. where brands grow and interact with consumers, IMC turns brands into great new consumer products that delight consumers and expand the long-term value of our clients' iconic trademarks.
For more information, please visit www.imclicensing.com.