Document:

Alloy, Inc. Compensation Arrangements for Named Executive Officers.

 EXHIBIT 10.1 
 ALLOY, INC. 
 COMPENSATION ARRANGEMENTS FOR NAMED EXECUTIVE OFFICERS 
 Listed below are the base salaries for the fiscal year ending January 31, 2008 (“Fiscal 2007”) and bonuses and other compensation paid to
certain named executive officers for services rendered during Fiscal 2007. Except as otherwise set forth below, bonuses and other compensation, if any, for services rendered during Fiscal 2007 have not yet been determined. 
  

																
	 Named Executive Officer
	  	Fiscal 2007 Base
Salary($)	 	 	Cash Bonus($)	  	Value of
Restricted Stock
Grants($)	 	 	Stock
Options(#)	  	All Other
Compensation ($)
	 Matthew C. Diamond,
 Chief Executive Officer and Chairman
	  	$	420,000	 	 	 	—  	  	 	—  	 	 	—  	  	—  
						
	 James K. Johnson, Jr., 
 President and Chief Operating Officer
	  	$	420,000	 	 	 	—  	  	 	—  	 	 	—  	  	—  
						
	 Joseph D. Frehe, 
 Chief Financial Officer
	  	$	240,000	(1)	 	 	—  	  	$	50,000	(2)	 	—  	  	—  
						
	 Gary J. Yusko, 
 Former Chief Financial Officer
	  	$	242,000	(3)	 	 	—  	  	 	—  	 	 	—  	  	—  
						
	 Gina R. DiGioia, Esq., 
 Chief Legal Officer and Secretary
	  	$	225,000	(4)	 	$	15,000	  	 	—  	 	 	—  	  	—  
						
	 Robert L. Bell, 
 Chief Technology Officer
	  	$	402,000	(5)	 	 	—  	  	 	—  	 	 	—  	  	—  

	(1)	Mr. Frehe’s annual base salary was increased to $240,000 effective as of July 30, 2007 in connection with his promotion to Chief Financial Officer.

	(2)	Consists of 5,230 shares of restricted stock granted on July 30, 2007 in connection with Mr. Frehe’s promotion to Chief Financial Officer at a price of $0.01 per
share under our 2007 Employee, Director and Consultant Stock Incentive Plan, which shares are valued at $9.56 per share, the closing sale price of our common stock on July 30, 2007. The restrictions on these shares lapse annually over a
three-year period, subject to our right of repurchase as outlined in a restricted stock agreement executed by Mr. Frehe and us. 

	(3)	Mr. Yusko resigned as Chief Financial Officer, effective as of July 13, 2007. 

	(4)	Ms. DiGioia’s annual base salary was increased to $225,000 effective as of July 30, 2007. 

	(5)	At Mr. Bell’s election, we defer payment of $100,000 of his base salary to pay the premiums on certain life insurance policies owned by us that insure Mr. Bell’s
life.Form of Stock Option Grant Notice and Stock Option Agreement -accelerated vest

 EXHIBIT 10.3 
 ALLOY, INC. 
 Stock Option Grant Notice 
 Stock Option Grant under the Company’s 
 2007 Employee, Director and Consultant
Stock Incentive Plan 
  

							
	1.	  	Name and Address of Participant:	 	  
	 	
		  		 	  
	 	
		  		 	  
	 	
				
	2.	  	Date of Grant:	 	  
	 	
				
	3.	  	Type of Grant:	 	Non-qualified Options	 	
				
	4.	  	Maximum Number of Shares for which this Option is exercisable:	 	  
	 	
			
	5.	  	Exercise (purchase) price per share:	 	[INSERT EXERCISE PRICE]
			
	6.	  	Option Expiration Date:	 	[INSERT EXPIRATION DATE, 10 yrs from grant date]
		
	7.	  	Vesting Schedule: This Option shall become exercisable (and the Shares issued upon exercise shall be vested) as follows:
		
		  	[Insert Vesting Schedule]
		
	8.	  	Effect of Termination Without “Cause”: In the event the Company terminates Participant’s employment or service without “Cause”, as more fully set forth in
the Stock Option Agreement attached hereto, the Option shall accelerate and become exercisable immediately and all Shares issued upon exercise shall become immediately and fully vested. Any Option so accelerated shall remain exercisable for the
fully vested Shares until the Option Expiration Date or any sooner termination of the Option term as provided in the Stock Option Agreement or in the Company’s 2007 Employee, Director and Consultant Stock Incentive Plan.

 The Company and the Participant acknowledge receipt of this Stock Option Grant Notice and agree to the terms of
the Stock Option Agreement attached hereto and incorporated by reference herein, the Company’s 2007 Employee, Director and Consultant Stock Incentive Plan and the terms of this Option Grant as set forth above. 
 Unless you provide notice to the Company within 30 days of receipt of this notice, you shall be deemed to have accepted the option grant subject to the terms and
conditions in the attached Stock Option Agreement and the Company’s 2007 Employee, Director and Consultant Stock Incentive Plan. 
 You may
obtain a copy of the Company’s 2007 Employee, Director and Consultant Stock Incentive Plan and Plan Description by logging in to your Merrill Lynch personal account and visiting
https://www9.benefits.ml.com/menu/BOLMenu.asp?MenuListId=10001&&. Also, you may obtain a copy of the Company’s most recent Annual Report and other information delivered to Company shareholders by visiting the investor relations
pages of www.alloymarketing.com. 
  

			
	ALLOY, INC.
		
	 By:
	 	  

	 Name:
	 	  

  

 A-1 

 ALLOY, INC. 
 STOCK OPTION AGREEMENT- INCORPORATED TERMS AND CONDITIONS 
 AGREEMENT made as of the date of
grant set forth in the Stock Option Grant Notice between Alloy, Inc. (the “Company”), a Delaware corporation, and the name of the person who appears on the stock option grant notice (the “Participant”). 
 WHEREAS, the Company desires to grant to the Participant an Option to purchase shares of its common stock, $0.01 par value per share (the
“Shares”), under and for the purposes set forth in the Company’s 2007 Employee, Director and Consultant Stock Incentive Plan (the “Plan”); 
 WHEREAS, the Company and the Participant understand and agree that any terms used and not defined herein have the same meanings as in the Plan; and 
 WHEREAS, the Company and the Participant each intend that the Option granted herein shall be of the type set forth in the Stock Option Grant Notice.

 NOW, THEREFORE, in consideration of the mutual covenants hereinafter set forth and for other good and valuable consideration, the parties
hereto agree as follows: 
  

	 	1.	GRANT OF OPTION. 

 The Company hereby grants to the
Participant the right and option to purchase all or any part of an aggregate of the number of shares set forth in the Stock Option Grant Notice, on the terms and conditions and subject to all the limitations set forth herein, under United States
securities and tax laws, and in the Plan, which is incorporated herein by reference. The Participant acknowledges receipt of a copy of the Plan. 
  

	 	2.	EXERCISE PRICE. 

 The exercise price of the Shares
covered by the Option shall be the amount per Share set forth in the Stock Option Grant Notice, subject to adjustment, as provided in the Plan, in the event of a stock split, reverse stock split or other events affecting the holders of Shares after
the date hereof (the “Exercise Price”). Payment shall be made in accordance with Paragraph 9 of the Plan. 
  

	 	3.	EXERCISABILITY OF OPTION. 

 Subject to the terms and
conditions set forth in this Agreement and the Plan, the Option granted hereby shall become exercisable as set forth in the Stock Option Grant Notice which rights are cumulative and are subject to the other terms and conditions of this Agreement and
the Plan. 
  

	 	4.	TERM OF OPTION. 

 (a) This Option shall terminate
ten years from the date of this Agreement or, if this Option is designated in the Stock Option Grant Notice as an ISO and the Participant owns as of the date hereof more than 10% of the total combined voting power of all classes of capital stock of
the Company or an Affiliate, five years from the date of this Agreement, but shall be subject to earlier termination as provided herein or in the Plan. 
  

 A-2 

 If the Participant ceases to be an employee, director or consultant of the Company or of an Affiliate
(for any reason other than the death or Disability of the Participant), the Option may be exercised, if it has not previously terminated, within three months after the date the Participant ceases to provide service to the Company or an Affiliate, or
within the originally prescribed term of the Option, whichever is earlier, but may not be exercised thereafter except as set forth below. In such event, the Option shall be exercisable only to the extent that the Option has become exercisable and is
in effect at the date of such cessation of service. 
 If this Option is designated in the Stock Option Grant Notice as an ISO and the
Participant ceases to be an employee of the Company or of an Affiliate but continues after termination of employment to provide service to the Company or an Affiliate as a consultant, this Option shall continue to vest in accordance with
Section 3 above as if this Option had not terminated until the Participant is no longer providing services to the Company. In such case, this Option shall automatically convert and be deemed a Non-Qualified Option as of the date that is three
months from termination of the Participant’s employment and this Option shall continue on the same terms and conditions set forth herein until such Participant is no longer providing service to the Company or an Affiliate. 
 (b) Notwithstanding the foregoing, in the event of the Participant’s Disability or death within three months after the termination of service, the
Participant or the Participant’s Survivors may exercise the Option within one year after the date of the Participant’s termination of service, but in no event after the date of expiration of the term of the Option. 
  

	 	i.	In the event of the Disability of the Participant, as determined in accordance with the Plan, the Option shall be exercisable within one year after the Participant’s
termination of service or, if earlier, within the term originally prescribed by the Option. In such event, the Option shall be exercisable: 

  

	 	A.	to the extent that the Option has become exercisable but has not been exercised as of the date of Disability; and 

  

	 	B.	in the event rights to exercise the Option accrue periodically, to the extent of a pro rata portion through the date of Disability of any additional vesting rights that would have
accrued on the next vesting date had the Participant not become Disabled. The proration shall be based upon the number of days accrued in the current vesting period prior to the date of Disability. 

  

	 	ii.	In the event of the death of the Participant while providing service to the Company or an Affiliate, the Option shall be exercisable by the Participant’s Survivors within one
year after the date of death of the Participant or, if earlier, within the originally prescribed term of the Option. In such event, the Option shall be exercisable: 

  

	 	A.	to the extent that the Option has become exercisable but has not been exercised as of the date of death; and 

  

	 	B.	in the event rights to exercise the Option accrue periodically, to the extent of a pro rata portion through the date of death of any additional vesting rights that would have
accrued on the next vesting date had the Participant not died. The proration shall be based upon the number of days accrued in the current vesting period prior to the Participant’s date of death. 

  

 A-3 

 (c) Notwithstanding the foregoing, in the event that the Participant is terminated by the Company without
Cause (as defined below), the Option shall accelerate and become exercisable immediately and all Shares issued upon exercise shall become immediately and fully vested. Any Option so accelerated shall remain exercisable for the fully vested Shares
until: (i) the expiration of the Option term as set forth in Section 4(a) herein; or (ii) an earlier termination set forth herein or in the Plan. 
  

	 	A.	For purposes of this provision Cause shall mean: (i) the Participant has willfully failed, refused or habitually neglected to carry out or to perform the reasonable duties
required of him or her and such performance continues for a period of more than 30 days after notice has been provided to the Participant; (ii) the Participant’s conviction of a felony or a crime involving moral turpitude, either in
connection with the performance of the Participant’s obligations to the Company or which otherwise shall adversely affect the Participant’s ability to perform such obligations, or shall materially adversely affect the business activities,
reputation, goodwill or image of the Company; (iii) breach of the terms of a Non-Competition Agreement between the Company and the Participant; or (iv) the Participant’s employment is terminated in connection with a Change of Control
(as hereinafter defined). 

  

	 	B.	Change of Control shall mean the occurrence of any of the following events: (i) any “Person” (as such term is used in Sections 13(d) and 14(d) of the Exchange Act)
becomes the “Beneficial Owner” (as defined in Rule 13d-3 under said Act), directly or indirectly, of securities of the Company representing 50% or more of the total voting power represented by the Company’s then outstanding voting
securities (excluding for this purpose the Company or its Affiliates or any employee benefit plan of the Company) pursuant to a transaction or a series of related transactions which the Board of Directors does not approve; or (ii) a merger or
consolidation of the Company whether or not approved by the Board of Directors, other than a merger or consolidation which would result in the voting securities of the Company outstanding immediately prior thereto continuing to represent (either by
remaining outstanding or by being converted into voting securities of the surviving entity or the parent of such corporation) at least 50% of the total voting power represented by the voting securities of the Company or such surviving entity or
parent of such corporation outstanding immediately after such merger or consolidation, or the stockholders of the Company approve an agreement for the sale or disposition by the Company of all or substantially all of the Company’s assets.

  

	 	5.	METHOD OF EXERCISING OPTION. 

 Subject to the terms
and conditions of this Agreement, the Option may be exercised online through the Merrill Lynch system at [INSERT WEB ADDRESS]. Alternatively, the Option may be exercised by written notice to the Company or its designee, in substantially the form of
Exhibit A attached hereto. Such notice shall state the number of Shares with respect to which the Option is being exercised and shall be signed by the person exercising the Option. Payment of the Exercise Price for such Shares shall be
made in accordance with Paragraph 9 of the Plan. The Company shall deliver such Shares as soon as practicable after the notice shall be received, provided, however, that the Company may delay issuance of such Shares until completion of any action or
obtaining of any consent, which the Company deems necessary under any applicable law (including, without limitation, state securities or “blue sky” laws). The Shares as to which the Option shall have been so exercised shall be registered
in the Company’s share register in the name of the person so exercising the Option (or, if the Option shall be 

  

 A-4 

 
exercised by the Participant and if the Participant shall so request in the notice exercising the Option, shall be registered in the Company’s share
register in the name of the Participant and another person jointly, with right of survivorship) and shall be delivered as provided above to or upon the written order of the person exercising the Option. In the event the Option shall be exercised,
pursuant to Section 4 hereof, by any person other than the Participant, such notice shall be accompanied by appropriate proof of the right of such person to exercise the Option. All Shares that shall be purchased upon the exercise of the Option
as provided herein shall be fully paid and nonassessable. 
  

	 	6.	PARTIAL EXERCISE. 

 Exercise of this Option to the
extent above stated may be made in part at any time and from time to time within the above limits, except that no fractional share shall be issued pursuant to this Option. 
  

	 	7.	NON-ASSIGNABILITY. 

 The Option shall not be
transferable by the Participant otherwise than by will or by the laws of descent and distribution. If this Option is a Non-Qualified Option then it may also be transferred pursuant to a qualified domestic relations order as defined by the Code or
Title I of the Employee Retirement Income Security Act or the rules thereunder and the Participant, with the approval of the Administrator, may transfer the Option for no consideration to or for the benefit of the Participant’s Immediate Family
(including, without limitation, to a trust for the benefit of the Participant’s Immediate Family or to a partnership or limited liability company for one or more members of the Participant’s Immediate Family), subject to such limits as the
Administrator may establish, and the transferee shall remain subject to all the terms and conditions applicable to the Option prior to such transfer and each such transferee shall so acknowledge in writing as a condition precedent to the
effectiveness of such transfer. The term “Immediate Family” shall mean the Participant’s spouse, former spouse, parents, children, stepchildren, adoptive relationships, sisters, brothers, nieces, nephews and grandchildren (and, for
this purpose, shall also include the Participant.) Except as provided above in this paragraph, the Option shall be exercisable, during the Participant’s lifetime, only by the Participant (or, in the event of legal incapacity or incompetency, by
the Participant’s guardian or representative) and shall not be assigned, pledged or hypothecated in any way (whether by operation of law or otherwise) and shall not be subject to execution, attachment or similar process. Any attempted transfer,
assignment, pledge, hypothecation or other disposition of the Option or of any rights granted hereunder contrary to the provisions of this Section 7, or the levy of any attachment or similar process upon the Option shall be null and void.

  

	 	8.	NO RIGHTS AS STOCKHOLDER UNTIL EXERCISE. 

 The
Participant shall have no rights as a stockholder with respect to Shares subject to this Agreement until registration of the Shares in the Company’s share register in the name of the Participant. Except as is expressly provided in the Plan with
respect to certain changes in the capitalization of the Company, no adjustment shall be made for dividends or similar rights for which the record date is prior to the date of such registration. 
  

	 	9.	ADJUSTMENTS. 

 The Plan contains provisions covering
the treatment of Options in a number of contingencies such as stock splits and mergers. Provisions in the Plan for adjustment with respect to stock subject to Options and the related provisions with respect to successors to the business of the
Company are hereby made applicable hereunder and are incorporated herein by reference.  
  

 A-5 

	 	10.	TAXES. 

 The Participant acknowledges that any
income or other taxes due from him or her with respect to this Option or the Shares issuable pursuant to this Option shall be the Participant’s responsibility. 
 If this Option is designated in the Stock Option Grant Notice as an ISO and there is a Disqualifying Disposition (as defined in Section 15 below) or if the Option is converted into a Non-Qualified Option and such
Non-Qualified Option is exercised, the Participant agrees that the Company may withhold from the Participant’s remuneration, if any, the minimum statutory amount of federal, state and local withholding taxes attributable to such amount that is
considered compensation includable in such person’s gross income. At the Company’s discretion, the amount required to be withheld may be withheld in cash from such remuneration, or in kind from the Shares otherwise deliverable to the
Participant on exercise of the Option. The Participant further agrees that, if the Company does not withhold an amount from the Participant’s remuneration sufficient to satisfy the Company’s income tax withholding obligation, the
Participant will reimburse the Company on demand, in cash, for the amount under-withheld. 
  

	 	11.	PURCHASE FOR INVESTMENT. 

 Unless the offering and
sale of the Shares to be issued upon the particular exercise of the Option shall have been effectively registered under the Securities Act of 1933, as now in force or hereafter amended (the “1933 Act”), the Company shall be under no
obligation to issue the Shares covered by such exercise unless and until the following conditions have been fulfilled: 
  

	 	(a)	The person(s) who exercise the Option shall warrant to the Company, at the time of such exercise, that such person(s) are acquiring such Shares for their own respective accounts,
for investment, and not with a view to, or for sale in connection with, the distribution of any such Shares, in which event the person(s) acquiring such Shares shall be bound by the provisions of the following legend which shall be endorsed upon any
certificate(s) evidencing the Shares issued pursuant to such exercise: 

 “The shares represented by this certificate have
been taken for investment and they may not be sold or otherwise transferred by any person, including a pledgee, unless (1) either (a) a Registration Statement with respect to such shares shall be effective under the Securities Act of 1933,
as amended, or (b) the Company shall have received an opinion of counsel satisfactory to it that an exemption from registration under such Act is then available, and (2) there shall have been compliance with all applicable state securities
laws;” and 
  

	 	(b)	If the Company so requires, the Company shall have received an opinion of its counsel that the Shares may be issued upon such particular exercise in compliance with the 1933 Act
without registration thereunder. Without limiting the generality of the foregoing, the Company may delay issuance of the Shares until completion of any action or obtaining of any consent, which the Company deems necessary under any applicable law
(including without limitation state securities or “blue sky” laws). 

  

	 	12.	RESTRICTIONS ON TRANSFER OF SHARES. 

 12.1 The
Participant agrees that in the event the Company proposes to offer for sale to the public any of its equity securities and such Participant is requested by the Company and any underwriter engaged by the Company in connection with such offering to
sign an agreement restricting the sale or 

  

 A-6 

 
other transfer of Shares, then it will promptly sign such agreement and will not transfer, whether in privately negotiated transactions or to the public in
open market transactions or otherwise, any Shares or other securities of the Company held by him or her during such period as is determined by the Company and the underwriters, not to exceed 180 days following the closing of the offering, plus such
additional period of time as may be required to comply with Marketplace Rule 2711 of the National Association of Securities Dealers, Inc. or similar rules thereto (such period, the “Lock-Up Period”). Such agreement shall be in writing and
in form and substance reasonably satisfactory to the Company and such underwriter and pursuant to customary and prevailing terms and conditions. Notwithstanding whether the Participant has signed such an agreement, the Company may impose
stop-transfer instructions with respect to the Shares or other securities of the Company subject to the foregoing restrictions until the end of the Lock-Up Period.1 
 12.2 The Participant acknowledges and agrees that neither the Company, its shareholders nor its directors and officers,
has any duty or obligation to disclose to the Participant any material information regarding the business of the Company or affecting the value of the Shares before, at the time of, or following a termination of the employment of the Participant by
the Company, including, without limitation, any information concerning plans for the Company to make a public offering of its securities or to be acquired by or merged with or into another firm or entity. 
  

	 	13.	NO OBLIGATION TO MAINTAIN RELATIONSHIP. 

 The
Company is not by the Plan or this Option obligated to continue the Participant as an employee, director or consultant of the Company or an Affiliate. The Participant acknowledges: (i) that the Plan is discretionary in nature and may be
suspended or terminated by the Company at any time; (ii) that the grant of the Option is a one-time benefit which does not create any contractual or other right to receive future grants of options, or benefits in lieu of options;
(iii) that all determinations with respect to any such future grants, including, but not limited to, the times when options shall be granted, the number of shares subject to each option, the option price, and the time or times when each option
shall be exercisable, will be at the sole discretion of the Company; (iv) that the Participant’s participation in the Plan is voluntary; (v) that the value of the Option is an extraordinary item of compensation which is outside the
scope of the Participant’s employment or consulting contract, if any; and (vi) that the Option is not part of normal or expected compensation for purposes of calculating any severance, resignation, redundancy, end of service payments,
bonuses, long-service awards, pension or retirement benefits or similar payments. 
  

	 	14.	IF OPTION IS INTENDED TO BE AN ISO. 

 If this Option
is designated in the Stock Option Grant Notice as an ISO so that the Participant (or the Participant’s Survivors) may qualify for the favorable tax treatment provided to holders of Options that meet the standards of Section 422 of the Code
then any provision of this Agreement or the Plan which conflicts with the Code so that this Option would not be deemed an ISO is null and void and any ambiguities shall be resolved so that the Option qualifies as an ISO. Nonetheless, if the Option
is determined not to be an ISO, the Participant understands that neither the Company nor any Affiliate is responsible to compensate him or her or otherwise make up for the treatment of the Option as a Non-Qualified Option and not as an ISO. The
Participant should consult with the Participant’s own tax advisors regarding the tax effects of the Option and the requirements necessary to obtain favorable tax treatment under Section 422 of the Code, including, but not limited to,
holding period requirements. 

	 1
	 This language was revised because of the changes in the NASD rules requiring the
lockup period to be extended in some instances up to an additional 30 days. 

  

 A-7 

 Notwithstanding the foregoing, to the extent that the Option is designated in the Stock Option Grant
Notice as an ISO and is not deemed to be an ISO pursuant to Section 422(d) of the Code because the aggregate fair market value (determined as of the date hereof) of any of the Shares with respect to which this ISO is granted becomes exercisable
for the first time during any calendar year in excess of $100,000, the portion of the Option representing such excess value shall be treated as a Non-Qualified Option and the Participant shall be deemed to have taxable income measured by the
difference between the then fair market value of the Shares received upon exercise and the price paid for such Shares pursuant to this Agreement. 
  

	 	15.	NOTICE TO COMPANY OF DISQUALIFYING DISPOSITION OF AN ISO. 

 If this Option is designated in the Stock Option Grant Notice as an ISO then the Participant agrees to notify the Company in writing immediately after the Participant makes a Disqualifying Disposition of any of the Shares acquired pursuant
to the exercise of the ISO. A Disqualifying Disposition is defined in Section 424(c) of the Code and includes any disposition (including any sale) of such Shares before the later of (a) two years after the date the Participant was granted
the ISO or (b) one year after the date the Participant acquired Shares by exercising the ISO, except as otherwise provided in Section 424(c) of the Code. If the Participant has died before the Shares are sold, these holding period
requirements do not apply and no Disqualifying Disposition can occur thereafter. 
  

	 	16.	NOTICES. 

 Any notices required or permitted by the
terms of this Agreement or the Plan shall be given by recognized courier service, facsimile, registered or certified mail, return receipt requested, addressed as follows: 
 If to the Company: 
 Alloy, Inc. 
 151 W. 26th Street 
 11th Floor 
 New York, NY 10001 
 Attention: VP/ Human Resources 
 If to the Participant at the address set forth on the Stock Option Grant Notice.

 or to such other address or addresses of which notice in the same manner has previously been given. Any such notice shall be deemed to have been given
upon the earlier of receipt, one business day following delivery to a recognized courier service or three business days following mailing by registered or certified mail. 
  

	 	17.	GOVERNING LAW. 

 This Agreement shall be construed
and enforced in accordance with the law of the State of Delaware, without giving effect to the conflict of law principles thereof. For the purpose of litigating any dispute that arises under this Agreement, the parties hereby consent to
exclusive jurisdiction in New York and agree that such litigation shall be conducted in the state courts of New York, New York or the federal courts of the United States for the Southern District of New York. 
  

 A-8 

	 	18.	BENEFIT OF AGREEMENT. 

 Subject to the provisions of
the Plan and the other provisions hereof, this Agreement shall be for the benefit of and shall be binding upon the heirs, executors, administrators, successors and assigns of the parties hereto. 
  

	 	19.	ENTIRE AGREEMENT. 

 This Agreement, together with
the Plan, embodies the entire agreement and understanding between the parties hereto with respect to the subject matter hereof and supersedes all prior oral or written agreements and understandings relating to the subject matter hereof. No
statement, representation, warranty, covenant or agreement not expressly set forth in this Agreement shall affect or be used to interpret, change or restrict, the express terms and provisions of this Agreement, provided, however, in any event, this
Agreement shall be subject to and governed by the Plan. 
  

	 	20.	MODIFICATIONS AND AMENDMENTS. 

 The terms and
provisions of this Agreement may be modified or amended as provided in the Plan. 
  

	 	21.	WAIVERS AND CONSENTS. 

 Except as provided in the
Plan, the terms and provisions of this Agreement may be waived, or consent for the departure therefrom granted, only by written document executed by the party entitled to the benefits of such terms or provisions. No such waiver or consent shall be
deemed to be or shall constitute a waiver or consent with respect to any other terms or provisions of this Agreement, whether or not similar. Each such waiver or consent shall be effective only in the specific instance and for the purpose for which
it was given, and shall not constitute a continuing waiver or consent. 
  

	 	22.	DATA PRIVACY. 

 By entering into this Agreement, the
Participant: (i) authorizes the Company and each Affiliate, and any agent of the Company or any Affiliate administering the Plan or providing Plan recordkeeping services, to disclose to the Company or any of its Affiliates such information and
data as the Company or any such Affiliate shall request in order to facilitate the grant of options and the administration of the Plan; (ii) waives any data privacy rights he or she may have with respect to such information; and
(iii) authorizes the Company and each Affiliate to store and transmit such information in electronic form. 
 [REMAINDER OF PAGE
INTENTIONALLY LEFT BLANK] 
  

 A-9 

 Exhibit A 
 NOTICE OF EXERCISE OF STOCK OPTION 
  

	TO:	Alloy, Inc. 

 Ladies and Gentlemen: 
 I hereby exercise my Stock Option to purchase
                     shares (the “Shares”) of the common stock, $0.01 par value, of Alloy, Inc. (the “Company”), at the
exercise price of $                 per share, pursuant to and subject to the terms of that Stock Option Grant Notice dated
                    , 200  . 
 I understand the nature of the investment I am making and the financial risks thereof. I am aware that it is my responsibility to have consulted with competent tax and legal advisors about the relevant national, state
and local income tax and securities laws affecting the exercise of the Option and the purchase and subsequent sale of the Shares. 
 I am
paying the option exercise price for the Shares as follows: 

					
		  	  
	 	

 Please issue the Shares (check one): 
  ̈  to me; or 
  ̈  to me and
                                        ,
as joint tenants with right of survivorship, 
 at the following address: 
  

					
		 	  
	 	
		 	  
	 	
		 	  
	 	

 My mailing address for shareholder communications, if different from the address listed above, is:

  

					
		 	  
	 	
		 	  
	 	
		 	  
	 	

  

	
	Very truly yours,
	
	  

	 Participant (signature)

	
	  

	 Print Name

	
	  

	 Date

	
	  

	 Social Security Number

  

 A-10

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