Fashion Gets Caffeinated.BAWLS Guaranexx named Official Energy Drink of Olympus Fashion Week in New York

Miami, FL – August 2006 – Hot off a wildly successful debut at the 2006 Sunglass Hut Swim Shows Miami presented by LYCRA®, BAWLS Guaranexx will again sit center stage as the “Official Energy Drink” of Olympus Fashion Week in New York at Bryant Park. As part of an exclusive partnership with IMG Fashion, the premium taste and style of BAWLS Guaranexx will refresh and recharge tens of thousands of fashionistas at the industry’s most highly-anticipated event, September 8-15, 2006.

Hoby Buppert, creator of BAWLS Guaranexx and CEO of parent company Hobarama LLC is proud to bring his calorie-free, sugar-free beverage to Olympus Fashion Week. Buppert positions Guaranexx as a vibrant, refreshing alternative to a traditional cup of morning coffee – a much-needed option for guests at this year’s event, where a record number of shows have been scheduled. “The clean, citrus-infused taste of Guaranexx is the perfect way to get a boost of energy before a long day of events,” commented Buppert. “Our product is embraced by models, celebrities and media and I am excited to again bring the Guaranexx experience to the most distinguished members of the fashion community.”

“BAWLS Guaranexx was a huge success at our event on South Beach and we are thrilled to partner with them again in New York for the Spring 2007 collections,” commented Fern Mallis, Vice President of IMG. “Rarely can a beverage keep up with the fast pace and high style of this industry – Guaranexx undoubtedly satisfies the demands of the fashion elite.”

To celebrate the brand’s passion for the fashion industry, BAWLS Guaranexx has commissioned award winning designer Julian Chang in a year-long partnership to create one-of-a-kind bottle accessory bags for guests at IMG’s Miami and New York events. Attending VIP’s and media will receive pieces from the limited line of these must have hand totes and will go home with a piece of true Guaranexx couture. BAWLS Guaranexx has also been named the Official Energy Drink of Gen Art’s Fresh Faces in Fashion – a series of five fashion events held in major U.S. cities that feature designs from the nation’s hottest emerging designers. In honor of fashion’s hottest reality show, BAWLS Guaranexx has partnered with web site to host an online design competition and award one lucky winner with tickets to the Project Runway finale during Olympus Fashion Week, where the program’s winner will be crowned.

BAWLS Guaranexx is available nationally at specialty shops and other fashionable retailers. The newest BAWLS Guaranexx retailer committed to superior design is Target Superstores.

BAWLS is the brainchild of entrepreneur Hoby Buppert, CEO of Hobarama, LLC. Widely distributed to local super markets, convenience stores (7-Eleven), Target Superstores, CompUSA stores and gaming venues; BAWLS is a premium, non-alcoholic, carbonated beverage made from the guarana berry harvested in the Amazonian Rainforest. The caffeine found in BAWLS Guarana contains the same amount of caffeine as coffee and nearly three times that of traditional sodas due to a naturally occurring form of the stimulant found in the guarana berry. BAWLS’ unique refreshing flavor tastes like a citrus infused cream soda and its popularity continues to grow over a variety of different sectors including financial institutions, the fashion industry, technology businesses, military bases, extreme sports and college campuses. For more information, please visit

About Julian Chang
Miami-based Julian Chang is a former recipient of the Miami Fashion Week of the Americas “Prêt-A-Porter Designer of the Year” award as well as Vogue En Espanol’s “Designer’s Choice” award in 2004. Women’s Wear Daily selected Chang as the “Up and Coming Ready-To-Wear designer to watch.” His talent has been recognized by television shows such as MTV, The Tyra Banks Show, Deco Drive and he has been featured in publications such as Vogue, Harper’s Bazaar, Cosmopolitan, Allure, Lucky and Ocean Drive. For more information visit