The Extreme Sports Company - licensor and owner of the irreverent youth lifestyle brand ‘EXTREME’ - today announced two collaborations with aspirational fashion and lifestyle brands Lucky Seven and ESDS (Eat Ski Drink Sleep). The deals mark The Extreme Sports Company’s progress in its mission to deliver a range of distinctive and edgy lifestyle products, services and experiences for the youth market.

The Extreme Sports Company has signed a global headwear collaboration deal with Lucky Seven – the company behind the iconic, bespoke trucker caps and embroidered patches worn by the likes of Idris Elba - to create bespoke ‘EXTREME’ branded trucker caps. The Extreme caps will be available exclusively from a branded area on the Lucky Seven Caps website www.luckysevencaps.com from the end of July 2013. Lucky Seven’s founder is the artist Jay Jay Burridge who sculpted the iconic Dinosaurs at Jamie Oliver’s Diner, in Shaftsbury Avenue, London, UK.

The Extreme Sports Company has also inked a deal with Meribel-based, extreme sports brand ESDS, to produce a range of apparel for the slopes and beyond. ESDS will launch a range of limited edition T-shirts at the end of July 2013 which will be available exclusively from the ESDS website www.esdsclothing.com. A winter range will follow to include hoodies and long sleeve T-shirts. ESDS riders are also part of The Extreme Sports Company’s talented 60-strong collective of Extreme Athletes; representing key areas of the Extreme Sports lifestyle across BMX, music, art, skate and snowboard.

Al Gosling, Extreme Sports Company CEO, says: “We are extremely excited to be working with Lucky Seven and ESDS; both incredibly inspiring and creative brands that fit perfectly with our youth audience.” He added, “These carefully chosen Extreme apparel and accessories partners enable consumers who live or aspire to the Extreme lifestyle to ‘wear’ the world of Extreme.”

Jay Jay Burridge founder of Lucky Seven said: “It’s with great excitement that Lucky Seven Caps have collaborated with EXTREME to make an exclusive range of embroidered patches with which to customise our caps. The assets that they’ve created to work with are amazing and on point with the youth lifestyle. We’re sure that you’re going to enjoy wearing them as much as we love making each individual cap.”

The Extreme Sports Company is building the Extreme brand, engaging with the fans and working with licensees to deliver a distinctive, edgy, youth appropriate licensing programme that builds on the brand’s heritage and fits with the aspirational extreme sports lifestyle - encompassing art, music and fashion. Extreme’s licensing categories include hotels, fashion, electronics, destinations, personal care, publishing, drinks and experiences. The company has already launched an Extreme Sports App for BlackBerry®smartphones through a licensing agreement with technology company Appurity as well as a range of drinks – Extreme Sport and Extreme Energy - launched earlier this month under license to Vimto Soft Drinks in the UK.

‘EXTREME’ is an established and influential youth media brand with a unique heritage that began when Al Gosling launched the Extreme Sports Channel in 1999. It remains the world’s leading 24/7 TV channel dedicated to extreme sports and the associated lifestyle. Today the channel reaches millions of fans each month in over 60 countries worldwide and its associated website Extreme.com is a leading provider of action sports videos, receiving 1.8 million views per month, alongside the success of the ‘Extreme’ social media offerings on Facebook and Covanaut.com.

The potential market for the Extreme brand is huge with an estimated 140 million people in the 15-34 age group participating in the top four sports of surf, snowboard, ski and skateboarding in Europe alone and millions more aspiring to the extreme sports lifestyle.

For further information please contact: The Extreme Sports Company Louis - Tel: +44 (0) 20 7244 1000 Email: Brandsupport@extremeinternational.com LUCKY SEVEN mel@luckysevencaps.com

Notes to Editors: ABOUT LUCKY SEVEN Lucky Seven was started in 2004 by Jay Jay Burridge. He likes caps, he watches a lot of movies, he really likes embroidery, he’s very fond of Americana and he loves great design. So, he decided to combine all of these things in to a single product which wouldn’t contain screaming branding or overbearing logos. He likes to do things quietly. Ssshhhh. Their customers are from everywhere you can imagine, building their very own bespoke Lucky Seven caps. There are all manner of celebrity heads under these caps and some pretty amazing collaborations and projects have been executed over the past few years. The Extreme Lucky Seven caps will be available from the Lucky Seven Caps website www.luckysevencaps.com from the end of July 2013. ABOUT ESDS (EAT SLEEP DRINK SKI) ESDS Clothing Limited was founded in Meribel 2011. They are all about bringing colour, pazaz, and steez, to the mountains. What do they all do in the mountains anyway? “We wake up, go skiing, have a few drinks at après (or a lot), go to sleep, (or pass out), wake up the following morning, and do it all over again!” Their designs make sure people can see you so they don’t bump into you on the hill, catch the trick you’re pulling, or just so people know…whatever your reason is, look good at the same time. Whatever your favourite place is to be, spread the ESDS love. The EXTREME ESDS range of limited edition T-shirts will be available from the ESDS website www.esdsclothing.com from late July 2013.

About The Extreme Sports Company

The Extreme Sports Company is a pioneering licensor that owns and manages the EXTREME brand. We build strategic licensing relationships with companies that want to drive growth through distinctive products, services or experiences that are edgy and youth appropriate. The Extreme Sports Company is based in London, UK.

Visit: www.extremesportscompany.com; or facebook/Extreme; @ExtremeOfficial; Covanaut.com to see where our community engages with our latest news, content and the lifestyle The Brand

Unapologetic, irreverent and anti-establishment, EXTREME is the lifestyle brand with serious attitude. Brand Heritage

In 1998 Al Gosling realised that a massive part of youth culture had been ignored by mainstream media. From this insight he had the vision to create the EXTREME brand and launched The Extreme Sports TV Channel in over 60 countries in 1999. Today the Channel broadcasts 24 hours a day, seven days a week, 365 days a year to millions of consumers. The associated website Extreme.com is a leading provider of action sports videos.

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