Hanes(R) Taps on NBC's 'The Apprentice' Candidates to Celebrate and Design the Great American T-Shirt

Apr 29, 2005, 01:00 ET from Hanes

    WINSTON-SALEM, N.C., April 29 /PRNewswire/ -- The final four candidates on
 last night's episode of NBC's "The Apprentice" -- "Bedazzled by Hanes" -- can
 now add fashion design and merchandising to their resumes.  To commemorate the
 50th anniversary of American T-shirt culture, America's favorite T-shirt
 brand, Hanes, tapped Donald Trump's hopeful executives to design, produce and
 sell T-shirts at Scoop, a hip New York City boutique. Beginning today, the
 Hanes T-shirt designs by "Magna" and "Net Worth" will be available at Wal-Mart
 stores and online at http://www.walmart.com for $9.96 each.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20050429/NYF066-a
              http://www.newscom.com/cgi-bin/prnh/20050429/NYF066-b )
     "Hanes put quite the task in front of the final four contestants," said
 Trump. "The teams had to come up with limited-edition designs that Hanes, the
 leader in classic American T-shirt culture, had enough faith in to use their
     Team "Magna" consisting of Kendra and Craig worked closely with
 pop-culture artist Romero Britto to make their T-shirt ideas come to life.
 Despite the power struggle between Kendra and Craig, their end result -- a
 limited-edition Hanes T-shirt -- boasted a colorful flying heart and the words
 "Culture T 50" to commemorate the 50th anniversary of the T-shirt.  To
 diversify the appeal of Hanes T-shirts beyond traditional fashion-forward
 Scoop customers, "Magna" tapped into Britto's fan database to boost T-shirt
 sales.  For this task, "Magna" sold 101 shirts at the posh New York City
 fashion boutique, for a profit of $2,705.
     Partnering with New York City-based artist Burton Morris, Alex and Tana of
 "Net Worth" used the American flag as the platform for their T-shirt design.
 The front of the Hanes T-shirt features a winged, star-shaped American flag.
 To spice up the design, Tana made a spur-of-the-moment decision to bedazzle
 the shirts with eye-catching rhinestones.  The bedazzling addition added a
 lengthy cab ride to a craft store in Staten Island.  Unfortunately, "Net
 Worth's" bedazzled design didn't resonate as well with consumers.  They sold
 33 shirts, for the whopping price of $42.99 for men's and $52.99 for women's
 resulting in a profit of $1,147.
     "We were so impressed with each team's design vision for celebrating
 50 years of T-shirt culture.  They worked under such a tight deadline and
 performed above and beyond our expectations. Ultimately, 'Magna's' design hit
 the nail on the head as Hanes is an American original known for timeless,
 simple and understated style." said Sidney Falken, Hanes Brand Champion.
     Once again, "Magna" impressed Trump and both Kendra and Craig headed back
 up to the suite, while "Net Worth's" Alex and Tana sat on needles in the
 boardroom. Trump pegged Alex about his losing record in the past eight weeks
 and confronted Tana on her weak marketing efforts.  In the end, Trump fired
 Alex and sent Tana back to the suite.
     Hanes is a leading brand of T-shirts, casual wear, intimate apparel,
 underwear, sleepwear and socks.  To see more visit Hanes.com.  Hanes is a
 flagship brand of Sara Lee Branded Apparel, which is an operating unit of Sara
 Lee Corporation.
      Contacts:  Cary B. Neer                 Cindy Riccio
                 Weber Shandwick              Sara Lee Branded Apparel
                 212-445-8029                 212-850-2333
                 cneer@webershandwick.com     cindy.riccio@saralee.com