Lands' End FeelGood Initiative Warms Up America!

DODGEVILLE, Wis., Dec. 16, 2010 /PRNewswire/ -- It's the season of giving, and hundreds of volunteers have given their time and talent to knit and crochet as part of the second annual Lands' End FeelGood campaign.  For every Lands' End FeelGood sweater purchased, the company donated signature FeelGood yarn to Warm Up America!, a nationwide knitting charity dedicated to knitting and crocheting blankets for families in need.  Hundreds of volunteers nationwide embraced the challenge and knitted and crocheted more than 64,000 7" x 9" "squares" which will be connected by Warm Up America! to make an estimated 1,300 blankets to be distributed to those less fortunate.

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"The Lands' End FeelGood effort truly embodies the spirit of giving," said Nick Coe, president, Lands' End.  "We are proud to donate Lands' End FeelGood yarn and are truly grateful to Warm Up America! and the talented volunteers for donating their time."

Lands' End donated more than 5,000 pounds of proprietary FeelGood yarn that is as soft as cashmere but offers the durability and value of cotton.  The yarn is used exclusively in the company's FeelGood collection of women's sweaters and accessories.  In another effort to share the warmth, Lands' End also hosted a Facebook Fan FeelGood initiative this month asking for new fans to Share the Warmth.  For each new fan, the company donated $1.00 to Warm Up America! totaling $10,000.

"We were thrilled to work with Lands' End to provide families in need this fall and winter with warm hand-knitted and crocheted afghans," said Executive Director of Warm Up America!, Mary Colucci.  "With the donations from Lands' End, volunteers nationwide were able to create a gift of warmth for thousands that are less fortunate."

Brett Bara, knitting and crocheting personality and host of TV's Knit and Crochet Now! also worked with Lands' End to help instruct novice knitters and those learning to crochet as they created square patterns for the campaign.  Lands' End shared the patterns and instructional videos and offered additional information at www.landsend.com/feelgood.

About Lands' End

Lands' End® is one of the world's largest retailers of casual and tailored clothing for women, men, children and infants around the world.  In addition, Lands' End offers an innovative collection of fine-quality goods for the home.  Lands' End merchandise can be purchased online at www.landsend.com, by calling 1-800-800-5800 and by visiting the Lands' End Shops at Sears.  Lands' End is a proud member of Sears Holdings Corporation (NASDAQ: SHLD). And, all high-quality Lands' End merchandise is Guaranteed. Period.®

About Warm Up America!

Warm Up America! is a charity that has warmed people's lives since 1991. It started in a small Wisconsin town with neighbors knitting and crocheting afghans for neighbors in need. Thanks to the creativity of founder Evie Rosen who came up with the idea of having volunteers knit or crochet small sections and then others join them together, the idea quickly caught on. Today, Warm Up America! distributes warm afghans, caps and other items to tens of thousands of people, thanks to the generosity of knitters and crocheters around the country.

SOURCE Lands' End