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 Shaw Simplifies and Strengthens Consumer Green Messaging

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January 8, 2008

Shaw Simplifies and Strengthens Consumer Green Messaging

Dalton, GA - Shaw is simplifying and strengthening the company's green message with powerful and memorable new slogans that both capture attention and showcase the Shaw Green Edge™ commitment with easy-to-understand wording. The new slogans are "Green is something we never forget™" and "Nylon, and on and on and on™". The copy highlights the company's green initiatives under the Shaw Green Edge umbrella such as Shaw's Anso® nylon which is recyclable into new nylon fiber over and over again.

"The consumer is faced with overwhelming and complicated green messaging," said Kathy Young, Shaw's creative services director. "These new slogans, which are positioned stylishly, communicate to the consumer that Shaw is committed to considering the environment in the decisions we make and the products we offer. It's a leadership position that we're proud to take and consistently working to drive and simplify at retail."

"Nylon, and on and on and on" is representative of the company's recyclable Type 6 nylon (Nylon 6) products. Shaw invested in a cradle-to-cradle future with the purchase of the Evergreen Nylon Recycling facility in Augusta, Ga. All Shaw Nylon 6 products, such as all of Shaw's nylon area rugs and carpets made of Anso® nylon or Evertouch® nylon, are simply recycled in a closed loop process-- carpet to carpet™. At Evergreen, Nylon 6 carpets and area rugs can be repeatedly recycled into the building block for new Nylon 6 without any loss of aesthetic or performance characteristics. The slogan emphasizes the exciting fact that Nylon 6 products are recyclable over and over again - meaning it's an ongoing lifecycle that can keep carpet made of Nylon 6 out of landfills.

The "Nylon, and on and on and on" slogan will position nylon as a fiber of choice. Set amidst a background of on-trend colors such as chocolate brown and different shades of green, the slogan aims to speak both fashion and eco-consciousness by driving the message that nylon is "fashionable, practical, affordable, renewable and so much more." "Shaw's commitment to high-style color lines and cutting-edge design is showcased within our Anso nylon product line," said Young. "The positioning of this slogan will continue to promote nylon as fashionable, affordable and recyclable. It's a memorable way to communicate Shaw's green message."

A broader statement representative of Shaw's ongoing environmental commitment, the new slogan "Green is something we never forget" is consistently placed alongside an index finger with a green bow. "The upward index finger represents the fact that Shaw is an industry leader in green. It communicates that we are number one, and the gesture commands attention," said Young. "The green bow represents a reminder. It demonstrates that Shaw is constantly considering the environment."

Mollie Allen

About Shaw
Shaw Industries, Inc., a subsidiary of Berkshire Hathaway, Inc., is the world's largest carpet manufacturer and a leading floor covering provider with more than $5 billion in annual sales and approximately 31,000 associates. Headquartered in Dalton, Ga., the company manufactures and distributes carpeting, rugs, hardwood, laminate and ceramic tile for residential and commercial applications worldwide. A recognized leader in environmental stewardship, Shaw has implemented hundreds of sustainability initiatives and cradle to cradle design solutions, collectively termed the Shaw Green Edge. For more information, visit shawfloors.com.