Los Angeles-based premium denim line People's Liberation (OTCBB:PPLB - News) has launched its new Spring 2008 image campaign, completely transitioning the brand into a crusade for self improvement, awareness and individual growth.

THE CAMPAIGN: The Spring 2008 People's Liberation image campaign is focused on a life-altering journey of change. The tagline boldly reads - destination: a better place from where we left. Promoting the aspect of individual self improvement, the campaign is built
around six young adults who are on a road trip. The six strangers all hail from different backgrounds, different professions and different lifestyles. Throughout the trip, friendships are developed, learning from one another and therefore allowing each to grow individually as citizens. People's Liberation's journey of change focuses on three very important arenas: social change, climate change and personal change.

The first issue of change addressed is that of social change, featuring the tagline: Change beyond your pocket. The aspect of social change poses an interesting question - how can a talk show host annually earn $35 million, while an English teacher only earns $35 thousand? People's Liberation urges people to take a stand by expressing their ability to speak their mind, boldly proclaiming: Free Your Voice.

Environmental issues have begun to garner more attention from the masses; People's Liberation is taking a stand as well. The second change in People's Liberation's journey is that of climate change; Waist not want not. This issue of change offers an unfortunate truth about our current environmental state: There's more plastic than plankton in our oceans. People's Liberation encourages everyone to get involved and help improve the current state of our
environment. People's Liberation loudly proclaims: Free the Sea.

The third change present in this journey is that of personal change. People's Liberation offers a simple approach: One leg at a time, featuring a powerful quote from Rosa Parks, "The only tired I was, was tired of giving in." Bottom line: Free Yourself.

THE PRODUCT: The campaign is being featured on creative, versatile new hangtags for People's Liberation. The hangtag, which also serves as a luggage tag, reads:

I _____, am on my journey from _____ in hopes that I find myself a better person when I return. In the meantime, if you find this _____ I hope you're a better person by returning it to me. Feel free to call me at _____.

The campaign is also being prominently featured on limited-edition People's Liberation unisex messenger bags. The bags are perfect for everyday use, big enough to fit groceries and stylish enough to take to the office. Their purpose is to both serve as a fun tote bag as well as restrict the need for plastic bags usage.

The Spring 2008 People's Liberation collection made its debut to an overwhelming response at Project Las Vegas last month. The collection, which featured denim and knits, was well received by editors and buyers alike. Staying true to People's Liberation's reputation for excellent fit, this collection offered denim for women in bootcut, straight leg, trouser fit
and flare; for men there was straight leg and bootcut. All styles are available in a wide variety of interesting colors and washes. Paying extra attention to pocket detail, the women's denim features different variations of the hand-stitched People's Liberation trademark star. In addition to the staple denim jeans, People's Liberation presented classic mini skirts,
overalls and mini skirtalls. Reintroduced this season were colorful hooded sweatshirts, tee-shirts and drawstring knit pants.

ABOUT PEOPLE'S LIBERATION: People's Liberation was founded in 2004 and continues to be a leader in the highly competitive denim industry. With attention to detail and an exceptional fit, using only the highest quality fabrics and workmanship, People's Liberation offers premium contemporary denim and knits for both men and women. Always fashion forward with comfort in mind, it is a favorite of all denim enthusiasts, including top-tier celebrities. People's Liberation is available in top retail locations including Nordstrom, Bloomingdales and Saks Fifth Avenue with international availability; price points range from $150 - $220.