Utah's world-renowned annual festival is taking its merchandising efforts to the virtual realm.

Sundance Institute has launched the 2008 Sundance Film Festival online store, which will feature a new line of festival-related merchandise.

The store will offer a wide array of clothing and accessories, with all proceeds benefiting the nonprofit Sundance Institute. The institute is dedicated to the development of artists of independent vision and to the exhibition of their new work.

This year's festival theme, "Film Takes Place," is an integral part of the design of this year's bags, posters, clothing and collectibles. Some merchandise highlights include an eco-friendly messenger bag designed by Todd Oldham, made from recycled vinyl banners from last year's Sundance Film Festival.

"I love Sundance and its mission to support independent artists from all walks of life," Oldham said in a press release. "I designed the huge banners that were used for the Sundance '07 festivities, and in the true spirit of Sundance, we've recycled them into one-of-a-kind flight bags, the sales of which support the Institute."

Also available are limited-edition Paul Frank hoodies, Roots fleeces, burnout T-shirts, thermals for men and women, hats and caps as well as children's wear. In keeping with Sundance Institute's green initiatives, T-shirts made with 100 percent organic cotton by Alternative Apparel are also on sale.

"Sundance Film Festival merchandise is always hugely popular; we know of people who have been collecting it since the festival's inception," said Jill Miller, managingdirector of Sundance Institute.

"The online store is a natural extension of our outreach, providing consumers an easy shopping experience and a way to support our programs," MIller said. In addition to the online store, merchandise will be on sale for festivalgoers in Park City.

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