Sub-Urban Announces Nominees for the First Annual Cocky Awards Charity Event Celebrating New York's Cultural Icons; Nominees Include Manhattan Influencers Known for Setting Fashion Trends Around the World

Sub-Urban Brands, Inc. (OTCBB:SUUB), a multi-brand apparel company pursuing high-margin revenue growth in the global fashion industry, has announced the first annual Get Cocky Awards nominees, including electroclash entertainment pioneers Fischerspooner, luminary Kenzo Minami and fine artist Hernan Bas. The event, sponsored by Sub-Urban's Mash Culture Lab(TM) (MCL), will be held between 8 pm and midnight on the top floor of 7 World Trade Center on July 27, 2006.

"Our nominees directly influence New York City's fashion and culture, and by extension, the world's," said Joseph Shortal, Chief Executive Officer of Sub-Urban Brands. "We knew we had a runaway success for our Get Cocky Awards when we were inundated with nomination requests."

Nominees have been placed in five distinct categories: Entertainment, Luminaries, Film, Art, and Media. For example, DJ Ghostface Killah, of New York City underground fame, has been nominated for the Entertainment category. The Luminaries category includes media artist and product designer Kenzo Minami who has been commissioned by Nike, Adidas, Reebok, Converse, Earnest Sewn, Hankyu, Clubking, and Kidrobot among many others. The winner from each category will design a limited edition T-shirt from MCL(TM) apparel, whose proceeds will go directly to the Lower Manhattan Cultural Council's various programs.

For a complete list of nominees in each category along with their bios, please visit

The Cocky Awards were organized by AGW, Sub-Urban's New York-based event marketing agency, to celebrate individuals who encompass lower Manhattan's diverse culture and influence in the arts, entertainment, media and film. The awards show owes its namesake to the signature rooster logo made popular by the Company's Whiteboy(R) brand. Sub-Urban's rooster logo has also been adopted by the event sponsor MCL(TM).

Sub-Urban has also confirmed that Mickey Boardman from Paper Magazine will host the Cocky Awards along with Sarah Sophie Flicker who was voted one of New York Magazine's Most Beautiful New Yorkers in 2005. Live entertainment will be performed by Domino, to be followed by DJ Mark Ronson leading the after show dance party.

Sub-Urban's Mash Culture Lab(TM), the Cocky Award's marquee sponsor, is a brand concept derived from today's most significant cultural youth movement. According to Wired Magazine, an influential periodical of current culture, Mash Culture is the result of a multitude of technological innovations that allow today's youth to combine previously disparate cultural movements like Hip Hop and Rock to create unique sounds, videos, automobiles and even customized clothing. Sub-Urban has positioned Mash Culture Lab(TM) on the cutting-edge of that movement, as it executes yet another strategic initiative that targets mainstream youth.

Event Details

What:               The Get Cocky Awards
When:               Thursday, July 27, 2006
Time:               8:00 pm - Midnight
Where:              7 World Trade Center - 45th Floor

About Sub-Urban Brands

Sub-Urban Brands, Inc. is a multi-brand company which designs and markets cutting-edge lifestyle apparel that targets the rapidly-growing multibillion-dollar youth consumer marketplace. The Company pursues robust revenue-generating opportunities within multi-tiered retail markets that leverage multiple brands and market segments to create financial success. Sub-Urban is committed to further expansion and increased shareholder value through both the internal development of intellectual property and acquisition of additional brands, as well as to the establishment of new international marketing alliances that will reinforce its recurring and non-recurring revenue streams. Inspired by the energy and vigor of youth, urban and music culture, Sub-Urban is initially focused on creating a family of non-competing brands for its key target consumer, an estimated 40 million 15-29 year olds. Sub-Urban's current portfolio of trademarked apparel and accessory brands includes WHITEBOY(R) for Men, WHITEBOY(R) Juniors, Mash Culture Lab(TM), BLACK JESUS(R) and PYT styles for younger girls. Consistent with the company's high growth strategies, the Company will be actively marketing these brand offerings to Japan, Canada, Australia and 25 European countries. For additional information, please visit,, and For more investor oriented information about Sub-Urban, visit For current stock price quotes and news, visit To view an Investor Fact Sheet, visit

Forward-Looking Statements

This press release includes statements that may constitute forward-looking statements, usually containing the words "believe," "estimate," "project," "expect," or similar expressions. These statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements inherently involve risks and uncertainties that could cause actual results to differ materially from the forward-looking statements. Factors that would cause or contribute to such differences include, but are not limited to, continued acceptance of the Company's products and services in the marketplace, competitive factors, dependence upon third-party vendors, availability of capital and other risks detailed in the Company's periodic report filings with the Securities and Exchange Commission. By making these forward-looking statements, the Company undertakes no obligation to update these statements for revisions or changes after the date of this release.

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