Released on = August 1, 2007, 10:12 am

Press Release Author = Jennifer Fortney/Cascade Communications

Industry = Apparel & Fashion

Press Release Summary = be.ologyT Announces It Will Release be.bright Shirt to
Benefit Breast Cancer Awareness Promotion

Press Release Body = Northbrook, IL (August 2007) Although rates of breast
cancer-related deaths have decreased over the years, the need to continue building
awareness and eventually finding a cure is as great as ever. be.ologyT Clothing
announced that it will partner with Bright Pink (www.bebrightpink.org), a unique
resource providing support to young women at high risk for breast and ovarian
cancer. The company will introduce its be.bright shirt in August in time for
October and Breast Cancer Awareness Month. A portion of proceeds will go to the
Bright Pink Organization.

Founded by Lindsay Avner, 24, who opted to have a bilateral prophylactic mastectomy
after testing positive for the BRCA 1 gene, Bright Pink offers education and support
to high risk young women facing breast cancer and ovarian cancer and arms them with
knowledge, a great attitude, companionship and empathy during their journey. The
organization's goal is to empower women to take control of their breast and ovarian
health and, in turn, achieve freedom and peace of mind to live a beautiful and
fulfilling life.

"Lindsay is a dynamic person with an effervescent smile. She embodies everything
be.ology stands for," said Linda Horwitz, Co-founder of be.ology. "The
organizations are based on a common mission to make the world a better place for all
people through spreading positive energy and conducting proactive work for healing.
This partnership is a natural fit."

Lindsay Avner is a well-known national advocate in involving young people in the
fight against breast cancer. Her mother is a breast and ovarian cancer survivor,
and Lindsay lost her grandmother and great-grandmother to breast cancer before she
was born. Out of gratitude for her mother's survival Lindsay contacted the Komen
Affiliate in Columbus, Ohio to get involved and founded the first ever Race for the
Cure® High School Team Challenge. The challenge eventually spread to over 35
schools in Columbus, then to more than 60 other affiliates, including Greece, Italy
and Germany. Today, it is one of only a few model programs at the Susan G. Komen For
The Cure Foundation.

The be.bright shirt will be available, initially, on www.beologyonline.com and
eventually through a variety of retailers across the country.

"Since I created Bright Pink it has been amazing how many opportunities continue to
develop to support the organization's mission," said Avner. "My goal is to educate
women on breast and ovarian cancers. be.ology's involvement will help us get the
word out about Bright Pink and its resources but continue to be a reminder to all
about the importance of breast and ovarian health."

"Lindsay's creation of an organization that focuses on prevention and early
detection, paired with the intention of healing and carrying positive energy, gives
us all hope that there is truly a "bright" light at the end of that tunnel, for
those at risk for and who are diagnosed with breast and ovarian cancers," said
Horwitz.

be.ologyT was created by lifelong friends, Linda Horwitz and Ali Smetana, to fulfill
a common dream held since childhood - to make the world a better place. Through the
spreading of positive thoughts, words, and energy they hope to initiate a movement
of compassion, acceptance, and empowerment. Being your best, accepting who you are,
hoping for the best of others, and seeing the good in all places is be.ology - the
art of be.ing.

The company recently launched its be.charitable line of shirts, creating an avenue
for people to express compassion and inspire acts of kindness. "We know that
positive thinking creates positive energy which can boost overall healing and
self-esteem," said Smetana, Co-founder be.ology. "It's logical that we would
eventually develop a line of shirts that empowers people to believe in the
possibilities of health and self-healing, and inspires people to support these
organizations by purchasing a be.ology tee."

About Bright Pink
Lindsay Avner lives in Chicago, IL and remains a committed activist and role model
for other high risk young women. She is a member of the Susan G. Komen for the Cure
Young Women\'s National Advisory Council and her contagious enthusiasm and passion to
educate others continues to inspire thousands other women to be proactive with their
health. Her determination to bring Bright Pink to life led her to develop a highly
influential board of directors with representatives from Coldwater Creek, Limited
Brands, Unilever, American Eagle Outfitters and Northwestern University. Lindsay's
story has been profiled in the Chicago Tribune, NY Post, "Today Show", "Inside
Edition", Cosmopolitan Magazine, and on CNN. Visit www.bebrightpink.org.

About be.ologyT
Located in Northbrook, IL, be.ologyT was created by lifelong friends Alison Smetana
and Linda Horwitz to fulfill a common hope to make the world a better place through
the mind-body connection and using the power of positive thinking. The duo is
dedicated to spreading positive thoughts, words and energy to initiate a movement of
compassion, acceptance and empowerment in the world. be.ology offers top of the
line fashionable shirts, coffee mugs, blankets and soy candles with powerful and
positive messages to change lives and the world. The company has built its line of
shirts in conjunction with research supporting the impact of these simple words of
empowerment on human state-of-mind and overall health. Visit www.beologyonline.com
or www.beologyonline.com/media.

###


Web Site = http://www.beologyonline.com

Contact Details = Jennifer Fortney
Cascade Communications
2551 N. Marshfield, Ste. 2F
Chicago, IL 60614
773-529-7547
cascadecomms@hotmail.com