UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                  SCHEDULE 13D

                    Under the Securities Exchange Act of 1934
                               (Amendment No. 20)*

                                 BLUEFLY, INC.
                                 -------------
                                (Name of Issuer)

                    Common Stock, Par Value $0.01 Per Share
                    ----------------------------------------
                         (Title of Class of Securities)

                                   096227103
                                   ---------
                                 (CUSIP Number)

                              Stephen M. Vine, Esq.
                       Akin Gump Strauss Hauer & Feld LLP
                               590 Madison Avenue
                            New York, New York 10022
                                 (212) 872-1000
                    ----------------------------------------
                  (Name, Address and Telephone Number of Person
               Authorized to Receive Notices and Communications)

                                 July 16, 2003
                                 -------------
                      (Date of Event which Requires Filing
                               of this Statement)

If the filing person has previously  filed a statement on Schedule 13G to report
the  acquisition  that is the subject of this  Schedule  13D, and is filing this
schedule because of ss.ss.240.13d-1(e),  240.13d-1(f) or 240.13d-1(g), check the
following box [ ].

Note:  Schedules  filed in paper format shall include a signed original and five
copies of the  schedule,  including  all exhibits.  See  ss.240.13d-7  for other
parties to whom copies are to be sent.

* The remainder of this cover page shall be filled out for a reporting  person's
initial filing on this form with respect to the subject class of securities, and
for  any  subsequent   amendment   containing   information  which  would  alter
disclosures provided in a prior cover page.

The information required on the remainder of this cover page shall not be deemed
to be "filed" for the purpose of Section 18 of the  Securities  Exchange  Act of
1934 ("Act") or otherwise  subject to the liabilities of that section of the Act
but  shall be  subject  to all other  provisions  of the Act  (however,  see the
Notes).

                          Continued on following pages
                               Page 1 of 44 Pages
                             Exhibit Index: Page 12



                                  SCHEDULE 13D

CUSIP No. 096227103                                          Page 2 of 44 Pages


1     Names of  Reporting  Persons
      I.R.S.  Identification  Nos.  of  above  persons (entities only).

               QUANTUM INDUSTRIAL PARTNERS LDC

2     Check the Appropriate Box if a Member of a Group (See Instructions)
                                        a. [ ]
                                        b. [X]

3     SEC Use Only

4     Source of Funds (See Instructions)

               WC

5     Check if Disclosure of Legal Proceedings Is Required Pursuant to Items
      2(d) or 2(e)

               [  ]

6     Citizenship or Place of Organization

               Cayman Islands

                           7        Sole Voting Power
 Number of                              48,188,318
  Shares
Beneficially               8        Shared Voting Power
 Owned By                               0
   Each
 Reporting                 9        Sole Dispositive Power
  Person                                48,188,318
   With
                           10       Shared Dispositive Power
                                        0

11    Aggregate Amount Beneficially Owned by Each Reporting Person

                                        48,188,318

12    Check if the Aggregate Amount in Row (11) Excludes Certain Shares
      (See Instructions)

                                        [X]

13    Percent of Class Represented By Amount in Row (11)

                                        89.4%

14       Type of Reporting Person (See Instructions)

               OO; IV



                                  SCHEDULE 13D

CUSIP No. 096227103                                          Page 3 of 44 Pages


1     Names of  Reporting  Persons
      I.R.S.  Identification  Nos.  of  above  persons (entities only).

               QIH MANAGEMENT INVESTOR, L.P.

2     Check the Appropriate Box if a Member of a Group (See Instructions)
                                        a. [ ]
                                        b. [X]

3     SEC Use Only

4     Source of Funds (See Instructions)

               AF

5     Check if Disclosure of Legal Proceedings Is Required Pursuant to Items
      2(d) or 2(e)

               [  ]

6     Citizenship or Place of Organization

               Cayman Islands

                           7        Sole Voting Power
 Number of                              48,188,318
  Shares
Beneficially               8        Shared Voting Power
 Owned By                               0
   Each
 Reporting                 9        Sole Dispositive Power
  Person                                48,188,318
   With
                           10       Shared Dispositive Power
                                        0

11    Aggregate Amount Beneficially Owned by Each Reporting Person

                                        48,188,318

12    Check if the Aggregate Amount in Row (11) Excludes Certain Shares
      (See Instructions)

                                        [X]

13    Percent of Class Represented By Amount in Row (11)

                                        89.4%

14       Type of Reporting Person (See Instructions)

               PN; IA



                                  SCHEDULE 13D

CUSIP No. 096227103                                          Page 4 of 44 Pages


1     Names of  Reporting  Persons
      I.R.S.  Identification  Nos.  of  above  persons (entities only).

               QIH MANAGEMENT LLC

2     Check the Appropriate Box if a Member of a Group (See Instructions)
                                        a. [ ]
                                        b. [X]

3     SEC Use Only

4     Source of Funds (See Instructions)

               AF

5     Check if Disclosure of Legal Proceedings Is Required Pursuant to Items
      2(d) or 2(e)

               [  ]

6     Citizenship or Place of Organization

               Cayman Islands

                           7        Sole Voting Power
 Number of                              48,188,318
  Shares
Beneficially               8        Shared Voting Power
 Owned By                               0
   Each
 Reporting                 9        Sole Dispositive Power
  Person                                48,188,318
   With
                           10       Shared Dispositive Power
                                        0

11    Aggregate Amount Beneficially Owned by Each Reporting Person

                                        48,188,318

12    Check if the Aggregate Amount in Row (11) Excludes Certain Shares
      (See Instructions)

                                        [X]

13    Percent of Class Represented By Amount in Row (11)

                                        89.4%

14       Type of Reporting Person (See Instructions)

               OO



                                  SCHEDULE 13D

CUSIP No. 096227103                                          Page 5 of 44 Pages


1     Names of  Reporting  Persons
      I.R.S.  Identification  Nos.  of  above  persons (entities only).

               SOROS FUND MANAGEMENT LLC

2     Check the Appropriate Box if a Member of a Group (See Instructions)
                                        a. [ ]
                                        b. [X]

3     SEC Use Only

4     Source of Funds (See Instructions)

               AF

5     Check if Disclosure of Legal Proceedings Is Required Pursuant to Items
      2(d) or 2(e)

               [  ]

6     Citizenship or Place of Organization

               Delaware

                           7        Sole Voting Power
 Number of                              48,188,318
  Shares
Beneficially               8        Shared Voting Power
 Owned By                               0
   Each
 Reporting                 9        Sole Dispositive Power
  Person                                48,188,318
   With
                           10       Shared Dispositive Power
                                        0

11    Aggregate Amount Beneficially Owned by Each Reporting Person

                                        48,188,318

12    Check if the Aggregate Amount in Row (11) Excludes Certain Shares
      (See Instructions)

                                        [X]

13    Percent of Class Represented By Amount in Row (11)

                                        89.4%

14       Type of Reporting Person (See Instructions)

               OO; IA



                                  SCHEDULE 13D

CUSIP No. 096227103                                          Page 6 of 44 Pages


1     Names of  Reporting  Persons
      I.R.S.  Identification  Nos.  of  above  persons (entities only).

               SFM DOMESTIC INVESTMENTS LLC

2     Check the Appropriate Box if a Member of a Group (See Instructions)
                                        a. [ ]
                                        b. [X]

3     SEC Use Only

4     Source of Funds (See Instructions)

               WC

5     Check if Disclosure of Legal Proceedings Is Required Pursuant to Items
      2(d) or 2(e)

               [  ]

6     Citizenship or Place of Organization

               Delaware

                           7        Sole Voting Power
 Number of                              1,576,833
  Shares
Beneficially               8        Shared Voting Power
 Owned By                               0
   Each
 Reporting                 9        Sole Dispositive Power
  Person                                1,576,833
   With
                           10       Shared Dispositive Power
                                        0

11    Aggregate Amount Beneficially Owned by Each Reporting Person

                                        1,576,833

12    Check if the Aggregate Amount in Row (11) Excludes Certain Shares
      (See Instructions)

                                        [X]

13    Percent of Class Represented By Amount in Row (11)

                                        12.7%

14       Type of Reporting Person (See Instructions)

               OO



                                  SCHEDULE 13D

CUSIP No. 096227103                                          Page 7 of 44 Pages


1     Names of  Reporting  Persons
      I.R.S.  Identification  Nos.  of  above  persons (entities only).

               GEORGE SOROS (in the capacity described herein)

2     Check the Appropriate Box if a Member of a Group (See Instructions)
                                        a. [ ]
                                        b. [X]

3     SEC Use Only

4     Source of Funds (See Instructions)

               AF

5     Check if Disclosure of Legal Proceedings Is Required Pursuant to Items
      2(d) or 2(e)

               [  ]

6     Citizenship or Place of Organization

               United States

                           7        Sole Voting Power
 Number of                              49,765,151
  Shares
Beneficially               8        Shared Voting Power
 Owned By                               0
   Each
 Reporting                 9        Sole Dispositive Power
  Person                                49,765,151
   With
                           10       Shared Dispositive Power
                                        0

11    Aggregate Amount Beneficially Owned by Each Reporting Person

                                        49,765,151

12    Check if the Aggregate Amount in Row (11) Excludes Certain Shares
      (See Instructions)

                                        [ ]

13    Percent of Class Represented By Amount in Row (11)

                                        89.9%

14    Type of Reporting Person (See Instructions)

               IA




                                                              Page 8 of 44 Pages


     This  Amendment  No. 20 to Schedule 13D relates to shares of Common  Stock,
$0.01 par value per share (the "Shares"), of Bluefly, Inc. (the "Issuer").  This
Amendment No. 20  supplementally  amends the initial  statement on Schedule 13D,
dated August 6, 1999, and all  amendments  thereto  (collectively,  the "Initial
Statement"),  filed by the Reporting Persons (as defined herein). This Amendment
No. 20 is being  filed by the  Reporting  Persons to report that QIP (as defined
herein) and SFM Domestic  Investments  (as defined  herein) have entered into an
agreement  with the Issuer as  described  herein,  whereby QIP and SFM  Domestic
Investments  each purchased from the Issuer notes that are  convertible,  at the
option of the  holder,  into  securities  issued in the future by the Issuer for
cash, as more fully described in Item 6 herein.  Capitalized  terms used but not
defined  herein  shall  have  the  meanings  ascribed  to  them  in the  Initial
Statement. The Initial Statement is supplementally amended as follows.

Item 2.  Identity and Background

     This  Statement is being filed on behalf of each of the  following  persons
(collectively, the "Reporting Persons"):

               (i)   Quantum Industrial Partners LDC ("QIP");

               (ii)  QIH Management Investor, L.P. ("QIHMI");

               (iii) QIH Management LLC ("QIH Management");

               (iv)  Soros Fund Management LLC ("SFM LLC");

               (v)   SFM Domestic  Investments  LLC ("SFM Domestic
                     Investments"); and

               (vi) Mr. George Soros ("Mr. Soros").

     This  Statement  relates to the Shares held for the accounts of QIP and SFM
Domestic Investments.

Item 3.  Source and Amount of Funds or Other Consideration

     The  information  set  forth in Item 6 hereof  is  hereby  incorporated  by
reference into this Item 3.

     QIP expended  $1,936,564 of its working  capital to purchase the securities
reported  herein  as being  acquired  since  May 23,  2003 (the date of the last
filing on Schedule 13D). This number consists of certain convertible  promissory
notes (the "QIP Note") in an aggregate  principal amount of $1,936,564  pursuant
to the Note Purchase Agreement dated as of July 16, 2003 between the Issuer, QIP
and SFM  Domestic  Investments  (the "Note  Purchase  Agreement").  SFM Domestic
Investments  expended  $63,436 of its working capital to purchase the securities
reported  herein  as being  acquired  since  May 23,  2003 (the date of the last
filing on Schedule 13D). This number consists of certain convertible  promissory
notes (the "SFM Domestic Note", and, together with the QIP Note, the "Notes") in
an  aggregate  principal  amount  of  $63,436  pursuant  to  the  Note  Purchase
Agreement.


Item 4.   Purpose of Transaction

     The  information  set  forth in Item 6 hereof  is  hereby  incorporated  by
reference into this Item 4.



                                                              Page 9 of 44 Pages

     The  Reporting  Persons  reserve  the  right  to  acquire,  or  cause to be
acquired,  additional  securities  of the Issuer,  to dispose of, or cause to be
disposed,  such securities at any time or to formulate other purposes,  plans or
proposals  regarding the Issuer or any of its  securities,  to the extent deemed
advisable in light of general  investment and trading  policies of the Reporting
Persons, market conditions or other factors.


Item 6.  Contracts, Arrangements, Understandings or Relationships with Respect
         to Securities of the Issuer.

Note Purchase Agreement, QIP Note and SFM Domestic Note
-------------------------------------------------------

     On July 16, 2003,  the Issuer  entered into the Note Purchase  Agreement (a
copy of  which  is  incorporated  by  reference  hereto  as  Exhibit  WWW and is
incorporated  herein by reference  in response to this Item 6).  Pursuant to the
terms of the Note Purchase Agreement, QIP and SFM Domestic Investments purchased
Notes from the Issuer in an aggregate  principal  amount of $2,000,000.  Of this
amount,  QIP  purchased  the  QIP  Note  in an  aggregate  principal  amount  of
$1,936,564 (a copy of which is incorporated  by reference  hereto as Exhibit XXX
and is  incorporated  herein by  reference  in  response to this Item 6) and SFM
Domestic  Investments  purchased the SFM Domestic Note in an aggregate principal
amount of $63,436 (a copy of which is incorporated  hereto as Exhibit YYY and is
incorporated  herein by  reference  in  response  to this Item 6). The Notes are
convertible (to the extent stockholder  approval is not required by the rules of
the  Nasdaq  SmallCap  Market  or any  other  national  securities  exchange  or
quotation  system upon which the Shares may be listed from time to time), at the
option  of the  holders,  into  any  equity  securities  sold by the  Issuer  in
subsequent  rounds of financing for cash  ("Subsequent  Round  Securities") at a
conversion  price based upon the lowest  price per share paid by any investor in
such subsequent round of financing.


                                                             Page 10 of 44 Pages

     The foregoing descriptions of the Note Purchase Agreement, the QIP Note and
the SFM Domestic  Note does not purport to be complete and are  qualified in its
entirety by the terms of each such  document  which are  incorporated  herein by
reference in response to this Item 6.

Waiver  and  Consent  of the  Holders  of  Series A  Preferred  Stock,  Series B
--------------------------------------------------------------------------------
Preferred   Stock,    Series   C   Preferred    Stock,    Series   D   Preferred
--------------------------------------------------------------------------------
Stock and Series E Preferred Stock
----------------------------------

     On July 16, 2003, QIP and SFM Domestic Investments,  as the sole holders of
the Series A  Preferred  Stock,  Series B  Preferred  Stock,  Series C Preferred
Stock, Series D Preferred Stock and Series E Preferred Stock executed the Waiver
and Consent of the Holders of Series A  Convertible  Preferred  Stock,  Series B
Convertible  Preferred Stock, Series C Preferred Stock, Series D Preferred Stock
and Series E  Preferred  Stock (the  "Waiver and  Consent")  (a copy of which is
incorporated  by  reference  hereto as Exhibit  ZZZ and  incorporated  herein by
reference in response to this Item 6).  Pursuant to the Waiver and Consent,  (i)
the issuance and sale of the Notes pursuant to the Note Purchase Agreement, (ii)
the issuance of Subsequent  Round  Securities upon conversion of the Notes,  and
(iii) the issuance of Shares or other  securities of the Issuer upon  conversion
of any Subsequent Round Securities were approved in all respects.

     The foregoing  description of the Waiver and Consent does not purport to be
complete  and is  qualified  in its  entirety  by the  terms of the  Waiver  and
Consent, which is incorporated herein by reference in response to this Item 6.

     Except  as  set  forth  herein,  the  Reporting  Persons  do not  have  any
contracts,  arrangements,  understandings  or relationships  with respect to any
securities of the Issuer.

Item 7.  Material to be Filed as Exhibits

     The Exhibit Index is incorporated herein by reference.




                                                             Page 11 of 44 Pages


                                   SIGNATURES

     After  reasonable  inquiry and to the best of my knowledge and belief,  the
undersigned  certifies that the information set forth in this Statement is true,
complete and correct.

Date: July 18, 2003                     QUANTUM INDUSTRIAL PARTNERS LDC

                                        By: /s/ John F. Brown
                                            --------------------------
                                            John F. Brown
                                            Attorney-in-Fact

                                        QIH MANAGEMENT INVESTOR, L.P.

                                        By: QIH Management LLC,
                                            its General Partner

                                        By: Soros Private Funds Management LLC,
                                            its Managing Member

                                        By: George Soros
                                            its Sole Member

                                         By: /s/ John F. Brown
                                            --------------------------
                                            John F. Brown
                                            Attorney-in-Fact

                                        QIH MANAGEMENT LLC
                                        By: Soros Private Funds Management LLC,
                                            its Managing Member

                                        By: George Soros
                                            its Sole Member

                                        By: /s/ John F. Brown
                                            --------------------------
                                            John F. Brown
                                            Attorney-in-Fact

                                        SOROS FUND MANAGEMENT LLC

                                         By: /s/ John F. Brown
                                            --------------------------
                                            John F. Brown
                                            Assistant Counsel

                                        SFM DOMESTIC INVESTMENTS LLC

                                        By: George Soros
                                            Its Managing Member

                                         By: /s/ John F. Brown
                                            --------------------------
                                            John F. Brown
                                            Attorney-in-Fact

                                        GEORGE SOROS

                                         By: /s/ John F. Brown
                                            --------------------------
                                            John F. Brown
                                            Attorney-in-Fact



                                                             Page 12 of 44 Pages



                                  EXHIBIT INDEX
Exhibit No.                                                             Page No.
-----------                                                             --------

WWW.  Note Purchase Agreement,  dated as of July 16, 2003, by and between
      Bluefly, Inc. and the investors listed on Schedule I thereto........... 13

XXX.  Convertible Promissory Note, dated as of July 16, 2003, by and
      between Bluefly, Inc. and Quantum Industrial Partners LDC...............24

YYY.  Convertible  Promissory  Note,  dated as of July 16,  2003,  by and
      between Bluefly, Inc. and SFM Domestic Investments LLC..................33

ZZZ.  Waiver and Consent of the Holders of Series A Convertible  Preferred
      Stock, Series B Convertible  Preferred Stock, Series C Convertible
      Preferred Stock, Series D  Convertible  Preferred  Stock and Series E
      Convertible  Preferred Stock of Bluefly, Inc............................42




                                                             Page 13 of 44 Pages


                                   EXHIBIT WWW


                             NOTE PURCHASE AGREEMENT
                             -----------------------

     This NOTE PURCHASE AGREEMENT, dated as of July 16, 2003 (this "Agreement"),
is entered  into by and  between  BLUEFLY,  INC.,  a Delaware  corporation  (the
"Company"),  and the investors  listed on Schedule 1 hereto (each, an "Investor"
and, collectively, the "Investors").

                                    RECITALS
                                    --------

     WHEREAS, the Investors desire to purchase from the Company, and the Company
desires to issue and sell to the Investors,  convertible promissory notes in the
aggregate  principal  amount of two million  dollars  ($2,000,000),  in the form
attached  hereto as Exhibit A (the  "Notes"),  on the terms,  and subject to the
conditions, contained herein.

                                   AGREEMENT
                                   ---------

     NOW, THEREFORE, in consideration for the mutual covenants contained herein,
and for other good and valuable  consideration,  the receipt and  sufficiency of
which are hereby  acknowledged,  the  parties  hereto,  intending  to be legally
bound, agree as follows:

                                   ARTICLE I
                           PURCHASE AND SALE OF NOTES
                           --------------------------


     SECTION 1.1 Notes.  Subject to the terms and conditions hereof, the Company
hereby issues and sells to the  Investors,  and each Investor  hereby  purchases
from the Company,  a Note in the aggregate  principal  amount set forth opposite
such Investor's name in Schedule 1.

     SECTION 1.2 Purchase Price.  The aggregate  purchase price for the Notes to
be purchased by each Investor is the amount set forth  opposite such  Investor's
name in Schedule 1.

                                   ARTICLE II
                  REPRESENTATIONS AND WARRANTIES OF THE COMPANY
                  ---------------------------------------------

         The Company represents and warrants to the Investors as follows:

     SECTION 2.1  Organization,  etc. The Company and its Subsidiary (as defined
in Section 2.4(b)) have each been duly formed,  and are each validly existing as
a corporation  in good  standing  under the laws of their  respective  States of
incorporation, and are each qualified to do business as a foreign corporation in
each  jurisdiction in which the failure to be so qualified  could  reasonably be
expected to have a material adverse effect on the assets, liabilities, condition
(financial  or other),  business or results of operations of the Company and its
Subsidiary taken as a whole (a "Material Adverse  Effect").  The Company and its
Subsidiary  each have the requisite  corporate power and authority to own, lease
and  operate  their  respective  properties  and  to  conduct  their  respective
businesses as presently conducted. The Company has the requisite corporate power
and authority to enter into, execute,  deliver and perform all of its duties and
obligations under this Agreement and to consummate the transactions contemplated
hereby.

                                                             Page 14 of 44 Pages

     SECTION 2.2 Authorization.  The execution, delivery and performance of this
Agreement  and the  issuance  of the  Notes  have been  duly  authorized  by all
necessary  corporate  action  on the  part of the  Company,  including,  without
limitation,  the due authorization by the affirmative votes of a majority of the
disinterested directors of the Company's Board of Directors.

     SECTION 2.3  Validity;  Enforceability.  This  Agreement and the Notes have
each been duly executed and delivered by the Company,  and constitute the legal,
valid and binding obligation of the Company,  enforceable against the Company in
accordance with their respective  terms,  except as such  enforceability  may be
limited  by,  or  subject  to,  any  bankruptcy,   insolvency,   reorganization,
moratorium  or similar laws  affecting  the  enforcement  of  creditors'  rights
generally and subject to general principles of equity.

     SECTION 2.4 Capitalization.

          (a) As of the date hereof, the authorized capital stock of the Company
consists of 92,000,000  shares of common  stock,  $0.01 par value per share (the
"Common Stock"),  and 25,000,000 shares of preferred stock,  $0.01 par value per
share,  of which  500,000  shares  have  been  designated  Series A  Convertible
Preferred  Stock,  9,000,000  shares have been  designated  Series B Convertible
Preferred  Stock,  3,500  shares  have  been  designated  Series  C  Convertible
Preferred  Stock,  7,150  shares  have  been  designated  Series  D  Convertible
Preferred  Stock and 1,000  shares  have been  designated  Series E  Convertible
Preferred  Stock.  The  issued  and  outstanding  capital  stock of the  Company
consists of (i) 11,024,568 shares of Common Stock, (ii) 460,000 shares of Series
A Convertible  Preferred  Stock,  (iii) 8,889,414 shares of Series B Convertible
Preferred Stock, (iv) 1,000 shares of Series C Convertible  Preferred Stock, (v)
7,136.548  shares of Series D Convertible  Preferred Stock and (vi) 1,000 shares
of Series E  Convertible  Preferred  Stock.  All such shares of the Company have
been duly authorized and are fully paid and non-assessable.  Except as set forth
on Schedule 2.4 hereto or as otherwise contemplated by this Agreement, there are
no outstanding options, warrants or other equity securities that are convertible
into, or exercisable for, shares of the Company's capital stock.

          (b) The only Subsidiary of the Company is Clothesline Corporation. The
Company owns all of the issued and outstanding  capital stock of its Subsidiary,
free and clear of all  liens and  encumbrances.  All of such  shares of  capital
stock are duly authorized,  validly issued,  fully paid and non-assessable,  and
were issued in compliance with the registration and  qualification  requirements
of all  applicable  federal,  state and foreign  securities  laws.  There are no
options,  warrants,  conversion  privileges,  subscription or purchase rights or
other  rights  presently  outstanding  to  purchase  or  otherwise  acquire  any
authorized  but unissued,  unauthorized  or treasury  shares of capital stock or
other securities of, or any proprietary  interest in, the Company's  Subsidiary,
and  there  is  no  outstanding   security  of  any  kind  convertible  into  or
exchangeable for such shares or proprietary  interest.  "Subsidiary" means, with
respect to the Company,  a  corporation  or other entity of which 50% or more of
the voting power of the outstanding  voting equity  securities or 50% or more of
the outstanding economic equity interest is held, directly or indirectly, by the
Company.

     SECTION  2.5  Governmental  Consents.  The  execution  and  delivery by the
Company  of  this  Agreement,   and  the  performance  by  the  Company  of  the
transactions  contemplated  hereby,  do not and will not  require the Company to
effectuate or obtain any registration with, consent or approval of, or notice to
any federal,  state or other  governmental  authority or regulatory  body, other
than periodic and other filings  under the  Securities  Exchange Act of 1934, as
amended (the "Exchange Act"). The parties hereto agree and acknowledge  that, in
making the  representations  and  warranties in the  foregoing  sentence of this


                                                             Page 15 of 44 Pages

Section 2.5, the Company is relying on the  representations  and warranties made
by the Investors in Section 3.4.

     SECTION 2.6 No Violation.  The execution and delivery of this Agreement and
the performance by the Company of the transactions  contemplated hereby will not
(i)  conflict  with or result in a breach of any  provision  of the  articles of
incorporation or by-laws of the Company,  (ii) result in a default or breach of,
or, except for the approval of the holders of the Company's Series A Convertible
Preferred Stock, Series B Convertible Preferred Stock, Series C Preferred Stock,
Series D Convertible  Preferred Stock and Series E Convertible  Preferred Stock,
require  any  consent,  approval,  authorization  or  permit  of,  or  filing or
notification  to,  any  person,  company  or  entity  under  any of  the  terms,
conditions or provisions of any note, bond, mortgage, indenture, loan, factoring
arrangement,  license,  agreement,  lease or other  instrument  or obligation to
which the  Company or its  Subsidiary  is a party or by which the Company or its
Subsidiary or any of their  respective  assets may be bound or (iii) violate any
law, judgment,  order, writ, injunction,  decree, statute, rule or regulation of
any court, administrative agency, bureau, board, commission,  office, authority,
department  or  other  governmental  entity  applicable  to the  Company  or its
Subsidiary,  except,  in the case of clause (ii) or (iii) above,  any such event
that could not  reasonably  be  expected  to have a Material  Adverse  Effect or
materially impair the transactions contemplated hereby.

     SECTION 2.7  Issuance of Notes.  The Notes have been validly  issued,  and,
upon payment  therefor,  will be fully paid and  non-assessable.  The  offering,
issuance,  sale and delivery of the Notes as  contemplated  by this Agreement is
exempt  from  the  registration  and  prospectus  delivery  requirements  of the
Securities  Act of 1933, as amended (the  "Securities  Act"),  are being made in
compliance  with  all  applicable  federal  and  (except  for any  violation  or
non-compliance  that could not reasonably be expected to have a Material Adverse
Effect) state laws and  regulations  concerning the offer,  issuance and sale of
securities,  and are not being issued in violation  of any  preemptive  or other
rights  of  any  stockholder  of the  Company.  The  parties  hereto  agree  and
acknowledge that, in making the  representations and warranties in the foregoing
sentence of this Section 2.7, the Company is relying on the  representations and
warranties made by the Investors in Section 3.4.

     SECTION 2.8 Absence of Certain  Developments.  Since March 31, 2003, except
as  disclosed  in the  Company's  public  filings,  there has not been any:  (i)
material adverse change in the condition, financial or otherwise, of the Company
and its Subsidiary (taken as a whole) or in the assets, liabilities,  properties
or  business  of the  Company  and  its  Subsidiary  (taken  as a  whole);  (ii)
declaration, setting aside or payment of any dividend or other distribution with
respect to, or any direct or indirect  redemption or acquisition of, any capital
stock of the Company;  (iii) waiver of any valuable  right of the Company or its
Subsidiary or  cancellation of any material debt or claim held by the Company or
its Subsidiary; (iv) material loss, destruction or damage to any property of the
Company  or  its  Subsidiary,   whether  or  not  insured;  (v)  acquisition  or
disposition of any material assets (or any contract or arrangement  therefor) or
any other material  transaction by the Company or its Subsidiary  otherwise than
for fair value in the ordinary course of business consistent with past practice;
or (vi) other agreement or understanding,  whether in writing or otherwise,  for
the Company or its Subsidiary to take any action of the type, or any action that
would result in an event of the type, specified in clauses (i) through (v).

     SECTION 2.9 Commission  Filings.  The Company has filed all required forms,
reports and other  documents with the Securities  and Exchange  Commission  (the
"Commission")  for periods  from and after  January 1, 2002  (collectively,  the
"Commission Filings"),  each of which has complied in all material respects with
all  applicable  requirements  of the Securities Act and/or the Exchange Act (as


                                                             Page 16 of 44 Pages

applicable).  The Company has heretofore  made available to the Investors all of
the Commission  Filings,  including the Company's Annual Report on Form 10-K for
the year ended December 31, 2002 and the Company's Quarterly Report on Form 10-Q
for the quarterly period ended March 31, 2003. As of their respective dates, the
Commission  Filings did not contain any untrue  statement of a material  fact or
omit to state a material fact necessary in order to make the statements made, in
light of the  circumstances  under  which they were made,  not  misleading.  The
audited  consolidated  financial  statements and unaudited interim  consolidated
financial  statements of the Company  included or  incorporated  by reference in
such Commission Filings have been prepared in accordance with generally accepted
accounting principles, consistently applied ("GAAP") (except as may be indicated
in the notes thereto or, in the case of the unaudited  consolidated  statements,
as  permitted  by Form  10-Q),  complied  as of  their  respective  dates in all
material  respects with  applicable  accounting  requirements  and the published
rules and  regulations  of the  Commission  with  respect  thereto,  and  fairly
present,  in all material respects,  the consolidated  financial position of the
Company and its Subsidiary as of the dates thereof and the results of operations
for the periods then ended (subject,  in the case of any unaudited  consolidated
interim financial  statements,  to the absence of footnotes required by GAAP and
normal year-end adjustments).

     SECTION  2.10  Brokers.  Neither  the  Company,  nor  any of its  officers,
directors  or  employees,  has  employed  any broker or finder,  or incurred any
liability for any brokerage fees, commissions, finder's or other similar fees or
expenses in connection with the transactions contemplated hereby.

                                  ARTICLE III
                REPRESENTATIONS AND WARRANTIES OF THE INVESTORS
                -----------------------------------------------

     Each  Investor  represents  and warrants to the Company,  severally but not
jointly, as follows:

     SECTION 3.1  Organization,  etc.  Such Investor has been duly formed and is
validly  existing and in good  standing  under the laws of its  jurisdiction  of
organization. Such Investor has the requisite organizational power and authority
to enter into,  execute,  deliver and perform all of its duties and  obligations
under this Agreement and to consummate the transactions contemplated hereby.

     SECTION 3.2  Authority.  The  execution,  delivery and  performance of this
Agreement  have been duly  authorized by all necessary  organizational  or other
action on the part of such Investor.

     SECTION 3.3 Validity; Enforceability. This Agreement has been duly executed
and delivered by such Investor,  and  constitutes  the legal,  valid and binding
obligation  of such  Investor,  enforceable  against such Investor in accordance
with its terms,  except as such enforceability may be limited by, or subject to,
any bankruptcy, insolvency, reorganization, moratorium or similar laws affecting
the enforcement of creditors' rights generally and subject to general principles
of equity.

     SECTION 3.4 Investment Representations. Such Investor acknowledges that the
offer and sale of the Notes to such Investor have not been registered  under the
Securities  Act, or the  securities  laws of any state or regulatory  body,  are
being  offered  and sold in  reliance  upon  exemptions  from  the  registration
requirements  of the  Securities Act and such laws and may not be transferred or
resold without registration under such laws unless an exemption is available.

          (a) Such Investor is acquiring the Notes for investment,  and not with
a view to the resale or distribution thereof, and is acquiring the Notes for its
own account.

          (b) Such Investor is an "accredited investor" (as that term is defined
in  Rule  501  of  Regulation  D  promulgated  under  the  Securities  Act),  is


                                                             Page 17 of 44 Pages

sophisticated  in  financial  matters and is familiar  with the  business of the
Company  so that it is  capable  of  evaluating  the  merits  and  risks  of its
investment  in the  Company and has the  capacity to protect its own  interests.
Such Investor has had the  opportunity  to  investigate on its own the Company's
business, management and financial affairs and has had the opportunity to review
the Company's operations and facilities and to ask questions and obtain whatever
other information concerning the Company as such Investor has deemed relevant in
making its investment decision.

          (c) Such Investor is in compliance with the Uniting and  Strengthening
America by  Providing  Appropriate  Tools  Required to  Intercept  and  Obstruct
Terrorism Act of 2001.  Neither such Investor,  nor any of its principal owners,
partners,  members,  directors  or officers  is  included  on: (i) the Office of
Foreign Assets Control list of foreign  nations,  organizations  and individuals
subject  to  economic  and trade  sanctions,  based on U.S.  foreign  policy and
national security goals; (ii) Executive Order 13224,  which sets forth a list of
individuals and groups with whom U.S. persons are prohibited from doing business
because such persons have been  identified  as terrorists or persons who support
terrorism  or (iii) any other watch list issued by any  governmental  authority,
including the Commission.

          (d) No  representations  or warranties have been made to such Investor
by the Company or any  director,  officer,  employee,  agent or affiliate of the
Company,  other than the representations and warranties of the Company set forth
herein,  and the decision of such Investor to purchase the Notes is based on the
information  contained  herein,  the Commission  Filings and such Investor's own
independent investigation of the Company.

     SECTION 3.5  Governmental  Consents.  The  execution  and  delivery by such
Investor  of  this  Agreement,  and the  performance  by  such  Investor  of the
transactions  contemplated  hereby, do not and will not require such Investor to
effectuate or obtain any registration with, consent or approval of, or notice to
any federal state or other governmental authority or regulatory body, except for
the filing with the  Commission of a Form 4 and an amendment to such  Investor's
Schedule  13D under the  Exchange  Act with  respect to its  acquisition  of the
Notes.

     SECTION 3.6 No Violation.  The execution and delivery of this Agreement and
the performance by such Investor of the transactions  contemplated  hereby, will
not (i) conflict  with or result in a breach of any provision of the articles of
incorporation,  by-laws or similar organizational  documents of such Investor or
(ii) violate any law, judgment,  order, writ, injunction,  decree, statute, rule
or regulation of any court,  administrative agency,  bureau, board,  commission,
office,  authority,  department or other governmental  entity applicable to such
Investor,  except,  in the case of clause (ii) above,  any such  violation  that
could  not  reasonably  be  expected  to  materially   impair  the  transactions
contemplated hereby.

     SECTION  3.7  Brokers.  Neither  such  Investor,  nor any of its  officers,
directors  or  employees,  has  employed  any broker or finder,  or incurred any
liability for any brokerage fees, commissions, finder's or other similar fees or
expenses in connection with the  transactions  contemplated  hereby.

                                   ARTICLE IV
                           SURVIVAL; INDEMNIFICATION
                           -------------------------

     SECTION 4.1  Survival.  The  representations  and  warranties  contained in
Articles II and III hereof shall survive until the first anniversary of the date
hereof.


                                                             Page 18 of 44 Pages

     SECTION 4.2 Indemnification. Each party (including its officers, directors,
employees,  affiliates,  agents,  successors  and assigns (each an  "Indemnified
Party"))  shall be  indemnified  and held harmless by the other  parties  hereto
(each an  "Indemnifying  Party") for any and all liabilities,  losses,  damages,
claims,  costs  and  expenses,   interest,   awards,   judgments  and  penalties
(including,  without  limitation,   reasonable  attorneys'  fees  and  expenses)
actually suffered or incurred by them (collectively,  "Losses"),  arising out of
or  resulting  from the  breach of any  representation  or  warranty  made by an
Indemnifying Party contained in this Agreement.  Notwithstanding  the foregoing,
the aggregate  liability of any Investor under this Article IV shall in no event
exceed fifty percent  (50%) of the purchase  price paid by such Investor for the
Notes  purchased by it and the  aggregate  liability  of the Company  under this
Article IV shall in no event exceed fifty  percent  (50%) of the purchase  price
paid by the Investors for the Notes,  except that the Company's  liability for a
violation of any of the  representations  and warranties  contained in the first
two sentences of Section 2.7 may exceed such  limitation,  but shall in no event
exceed one hundred  percent  (100%) of the purchase  price paid by the Investors
for the Notes.

     SECTION 4.3 Indemnification  Procedure.  The obligations and liabilities of
the Indemnifying Party under this Article IV with respect to Losses arising from
claims of any third party that are subject to the  indemnification  provided for
in this Article IV ("Third Party  Claims")  shall be governed by and  contingent
upon the following  additional  terms and  conditions:  if an Indemnified  Party
shall receive notice of any Third Party Claim, the Indemnified  Party shall give
the  Indemnifying  Party  notice of such Third  Party Claim  promptly  after the
receipt by the Indemnified  Party of such notice (which notice shall include the
amount of the Loss, if known, and method of computation  thereof, and containing
a reference to the  provisions of this  Agreement in respect of which such right
of indemnification is claimed or arises); provided, however, that the failure to
provide  such notice  shall not release the  Indemnifying  Party from any of its
obligations under this Article IV except to the extent the Indemnifying Party is
materially  prejudiced  by such  failure and shall not relieve the  Indemnifying
Party from any other obligation or liability that it may have to any Indemnified
Party  otherwise  than  under  this  Article  IV.  Upon  written  notice  to the
Indemnified  Party  within  five (5) days of the  receipt  of such  notice,  the
Indemnifying  Party  shall be entitled to assume and control the defense of such
Third Party Claim at its or his expense and through counsel of its or his choice
(which  counsel  shall be reasonably  satisfactory  to the  Indemnified  Party);
provided,  however,  that,  if there exists or is  reasonably  likely to exist a
conflict of interest that would make it inappropriate in the reasonable judgment
of counsel to the  Indemnified  Party for the same counsel to represent both the
Indemnified  Party and the Indemnifying  Party, then the Indemnified Party shall
be entitled to retain its or his own counsel in each  jurisdiction for which the
Indemnified Party reasonably  determines counsel is required,  at the expense of
the Indemnifying  Party. In the event the Indemnifying Party exercises the right
to  undertake  any such  defense  against any such Third Party Claim as provided
above, the Indemnified Party shall cooperate with the Indemnifying Party in such
defense and make  available  to such  Indemnifying  Party,  at the  Indemnifying
Party's expense, all witnesses,  pertinent records, materials and information in
the  Indemnified  Party's  possession or under the  Indemnified  Party's control
relating thereto as is reasonably required by the Indemnifying Party. Similarly,
in the event the Indemnified  Party is,  directly or indirectly,  conducting the
defense  against  any such Third  Party  Claim,  the  Indemnifying  Party  shall
cooperate with the  Indemnified  Party in such defense and make available to the
Indemnified  Party,  at the  Indemnifying  Party's  expense,  all such witnesses
(including  himself),  records,  materials and  information in the  Indemnifying
Party's possession or under the Indemnifying Party's control relating thereto as
is reasonably  required by the Indemnified  Party. No such Third Party Claim may
be settled by the Indemnifying  Party on behalf of the Indemnified Party without
the prior written consent of the  Indemnified  Party (which consent shall not be
unreasonably  withheld);  provided,  however,  in the event that the Indemnified
Party does not consent to any such  settlement that would provide it with a full
release from  indemnified Loss and would not require it to take, or refrain from
taking, any action, the Indemnifying Party's liability for indemnification shall
not exceed the amount of such proposed  settlement.  The Indemnified  Party will


                                                             Page 19 of 44 Pages

refrain from any act or omission that is inconsistent with the position taken by
the  Indemnifying  Party  in the  defense  of a Third  Party  Claim  unless  the
Indemnified  Party determines that such act or omission is reasonably  necessary
to protect its own interest.

                                   ARTICLE V
                                 MISCELLANEOUS
                                 -------------

     SECTION 5.1  Publicity.  Except as may be required by applicable law or the
rules of any  securities  exchange or market on which  securities of the Company
are traded,  no party hereto shall issue a press release or public  announcement
or otherwise make any disclosure  concerning this Agreement and the transactions
contemplated hereby,  without prior approval of the others;  provided,  however,
that nothing in this  Agreement  shall restrict the Company or any Investor from
disclosing such information (a) that is already publicly available, (b) that may
be required or appropriate in response to any summons or subpoena (provided that
the  disclosing  party will use  commercially  reasonable  efforts to notify the
other  parties  in  advance of such  disclosure  under this  clause (b) so as to
permit  the  non-disclosing  parties  to seek a  protective  order or  otherwise
contest  such  disclosure,  and  the  disclosing  party  will  use  commercially
reasonable efforts to cooperate,  at the expense of the non-disclosing  parties,
in pursuing any such protective  order) or (c) in connection with any litigation
involving  disputes  as  to  the  parties'  respective  rights  and  obligations
hereunder.

     SECTION 5.2 Entire  Agreement.  This  Agreement and any other  agreement or
instrument to be delivered expressly pursuant to the terms hereof constitute the
entire  Agreement  between the parties hereto with respect to the subject matter
hereof and supersede all previous  negotiations,  commitments  and writings with
respect to such subject matter.

     SECTION 5.3  Assignments;  Parties in Interest.  Neither this Agreement nor
any of the rights,  interests or obligations hereunder may be assigned by any of
the parties hereto (whether by operation of law or otherwise)  without the prior
written  consent of the other parties.  This Agreement shall be binding upon and
inure solely to the benefit of each party hereto, and nothing herein, express or
implied,  is intended to or shall  confer upon any person not a party hereto any
right,  benefit or remedy of any nature  whatsoever  under or by reason  hereof,
except as otherwise provided herein.

     SECTION  5.4  Amendments.  This  Agreement  may not be amended or  modified
except by an  instrument  in writing  signed  by, or on behalf  of, the  parties
against whom such amendment or modification is sought to be enforced.

     SECTION  5.5  Descriptive  Headings.   The  descriptive  headings  of  this
Agreement are inserted for convenience of reference only and do not constitute a
part of and shall not be utilized in interpreting this Agreement.

     SECTION 5.6 Notices and Addresses.  Any notice, demand, request, waiver, or
other communication under this Agreement shall be in writing and shall be deemed
to have been duly given on the date of service,  if personally served or sent by
facsimile;  on the business day after notice is delivered to a courier or mailed
by express  mail, if sent by courier  delivery  service or express mail for next
day  delivery;  and on the fifth  business day after  mailing,  if mailed to the
party to whom notice is to be given,  by first class  mail,  registered,  return
receipt requested, postage prepaid and addressed as follows:

To Company:              Bluefly, Inc.
                         42 West 39th Street, 9th Floor
                         New York, New York 10018
                         Fax:    (212) 840-1903
                         Attn:   Jonathan B. Morris


                                                             Page 20 of 44 Pages

                         With a copy to:

                         Swidler Berlin Shereff Friedman, LLP
                         405 Lexington Avenue
                         New York, New York 10174
                         Fax:    (212) 891-9598
                         Attn:   Richard A. Goldberg, Esq.


To the Investors:        To the address set forth on Schedule 1.

     SECTION 5.7 Severability. In the event that any provision of this Agreement
becomes or is declared by a court of competent  jurisdiction to be illegal, void
or  unenforceable,  the remainder of this  Agreement will continue in full force
and  effect  and  the   application  of  such  provision  to  other  persons  or
circumstances  will be  interpreted so as reasonably to effect the intent of the
parties hereto.  The parties further agree to replace such void or unenforceable
provision of this  Agreement  with a valid and  enforceable  provision that will
achieve,  to the extent possible,  the economic,  business and other purposes of
such void or unenforceable provision.

     SECTION  5.8  Governing  Law.  This  Agreement  shall  be  governed  by and
construed in accordance with the internal laws of the State of New York, without
regard to conflicts of law  principles.  The parties  agree that the federal and
state courts  located in New York,  New York shall have  exclusive  jurisdiction
over any dispute  involving  this  Agreement  or the  transactions  contemplated
hereby,  and each party hereby  irrevocably  submits to the jurisdiction of, and
waives any objection to the laying of venue in, such courts.

     SECTION 5.9  Counterparts;  Facsimile  Signatures.  This  Agreement  may be
executed in one or more  counterparts,  all of which shall be considered one and
the same agreement and shall become effective when one or more counterparts have
been signed by each of the parties and delivered to the other parties,  it being
understood that all parties need not sign the same  counterpart.  This Agreement
may be executed by  facsimile,  and a  facsimile  signature  shall have the same
force and effect as an original signature on this Agreement.

     SECTION 5.10 Expenses.  The Company shall reimburse the Investors for their
reasonable  legal fees and expenses  incurred in connection with the negotiation
of this Agreement and the transactions  contemplated hereby.  Except as provided
above,  all  costs  and  expenses,   including,  without  limitation,  fees  and
disbursements of counsel, incurred in connection with the negotiation, execution
and delivery of this  Agreement and its related  documents  shall be paid by the
party  incurring such costs and expenses,  whether or not the closing shall have
occurred.



                                                             Page 21 of 44 Pages


     IN WITNESS WHEREOF, this Agreement has been duly executed on the date first
set forth above.

                                        BLUEFLY, INC.

                                        By:    /s/ Jonathan Morris
                                               -------------------
                                               Name:  Jonathan Morris
                                               Title: Executive Vice President

                                        QUANTUM INDUSTRIAL PARTNERS LDC

                                        By:    /s/ John F. Brown
                                               ------------------
                                               Name:  John F. Brown
                                               Title: Attorney-in-Fact

                                        SFM DOMESTIC INVESTMENTS LLC

                                        By:   /s/ John F. Brown
                                              ------------------
                                              Name:  John F. Brown
                                              Title: Attorney-in-Fact






                                                             Page 22 of 44 Pages


                                   SCHEDULE 1

                    INVESTORS AND SHARE AND NOTE ALLOCATIONS




-------------------------------------------   ---------------   -------------
                                                  Aggregate        Aggregate
                                                  Principal        Purchase
Name and Address of Investor                   Amount of Note       Price
-------------------------------------------   ---------------   -------------
                                                          

Quantum Industrial Partners LDC               $1,936,564          $1,936,564
Kaya Flamboyan 9
Villemstad
Curacao
Netherlands-Antilles

with a copy to:

Soros Fund Management LLC
888 Fifth Avenue
New York, New York 10106
Facsimile:  (212) 664-0544
Attn:  John F. Brown, Esq
-------------------------------------------   ---------------   -------------
SFM Domestic Investments LLC                  $   63,436          $   63,436
c/o Soros Fund Management LLC
888 Fifth Avenue
New York, New York 10106
Facsimile:  (212) 664-0544
Attn:  John F. Brown, Esq
-------------------------------------------   ---------------   -------------
                                TOTAL         $2,000,000          $2,000,000
-------------------------------------------   ---------------   -------------





                                                             Page 23 of 44 Pages



                                  SCHEDULE 2.4

                                 CAPITALIZATION
                                 --------------



     As of the date hereof  (except as otherwise  provided  below),  but without
giving effect to the transactions  contemplated by this Agreement, the following
equity  securities are  outstanding  and  convertible  into, or exercisable  for
shares of Common Stock:

     1.   460,000 shares of Series A Convertible  Preferred Stock (the "Series A
          Stock") are issued and outstanding.  The Series A Stock is convertible
          into 3,931,623 shares of Common Stock.

     2.   8,889,414 shares of Series B Convertible  Preferred Stock (the "Series
          B  Stock")  are  issued  and  outstanding.   The  Series  B  Stock  is
          convertible into 27,370,037 shares of Common Stock.

     3.   Warrants to purchase an aggregate of 1,119,144  shares of Common Stock
          are issued and outstanding.

     4.   Options issued to purchase 9,592,912 shares of Common Stock are issued
          and  outstanding  under the  Company's  1997  Stock  Option  Plan,  as
          amended, and 2000 Stock Option Plan, as amended.

     5.   1,000 shares of Series C  Convertible  Preferred  Stock (the "Series C
          Stock") are issued and outstanding.  The Series C Stock is convertible
          into 1,315,788 shares of Common Stock.

     6.   7,136.548 shares of Series D Convertible  Preferred Stock (the "Series
          D  Stock")  are  issued  and  outstanding.   The  Series  D  Stock  is
          convertible   into   9,390,194   shares  of  Common  Stock   (assuming
          stockholder  approval  of the  conversion  provisions  of the Series D
          Stock).

     7.   1,000 shares of Series E  Convertible  Preferred  Stock (the "Series E
          Stock") are issued and outstanding.  The Series E Stock is convertible
          into 1,315,788 shares of Common Stock (assuming  stockholder  approval
          of the conversion provisions of the Series E Preferred Stock).




                                                             Page 24 of 44 Pages

                                  EXHIBIT XXX

THE OFFER AND SALE OF THIS NOTE HAS NOT BEEN REGISTERED UNDER THE SECURITIES ACT
OF 1933, AS AMENDED (THE "ACT"),  OR THE SECURITIES LAWS OF ANY STATE. THIS NOTE
AND ANY SECURITIES  ISSUABLE UPON THE  CONVERSION  HEREOF MAY NOT BE TRANSFERRED
EXCEPT  PURSUANT  TO AN  EFFECTIVE  REGISTRATION  STATEMENT  UNDER  SUCH ACT AND
APPLICABLE STATE SECURITIES LAWS OR PURSUANT TO AN APPLICABLE EXEMPTION FROM THE
REGISTRATION  REQUIREMENTS OF SUCH ACT AND SUCH LAWS. CERTIFICATES  REPRESENTING
ANY SECURITIES  ISSUABLE UPON  CONVERSION OF THIS NOTE SHALL INCLUDE A LEGEND TO
SIMILAR EFFECT AS THE FOREGOING.



                                 BLUEFLY, INC.

                          CONVERTIBLE PROMISSORY NOTE


$1,936,564
New York, New York                                    July 16, 2003

     FOR VALUE RECEIVED, the undersigned,  BLUEFLY, INC., a Delaware corporation
(the  "Payor"  or the  "Company"),  promises  to pay to  the  order  of  QUANTUM
INDUSTRIAL  PARTNERS LDC or its registered  assign (the "Payee"),  the principal
sum of One Million, Nine Hundred Thirty-Six Thousand Five Hundred and Sixty-Four
Dollars  ($1,936,564) and interest on the outstanding  principal  balance as set
forth herein.

     1. Interest Rate; Payment.

          (a) The outstanding  principal balance of this Convertible  Promissory
Note (this "Note") shall bear interest at an annual rate equal to 12% per annum,
with interest  accruing,  from and  including the date hereof,  on a cumulative,
compounding basis.  Interest shall be computed on the basis of a 365- or 366-day
year, as the case may be, and the actual number of days elapsed, and, subject to
Section  5,  shall be  payable  only  upon  repayment  of the  principal  on any
Repayment Date (as defined below) in cash.

          (b) The  outstanding  balance of any amount owed under this Note which
is not paid  when due shall  bear  interest  at the rate of 2.0% per annum  (the
"Default  Interest") above the rate that would otherwise be in effect under this
Note with the Default Interest accruing,  from and including such due date, on a
cumulative, compounding basis.

          (c) The  outstanding  principal  and all accrued  and unpaid  interest
shall be paid in full no later than  January  12,  2004 (the  "Maturity  Date"),
unless repaid  earlier  pursuant to the provisions of Section 2 (the date of any
payment pursuant to Section 2 and the Maturity Date, collectively referred to as
a "Repayment  Date") or unless  converted into Subsequent  Round  Securities (as
defined  below)  pursuant to Section 5 on or prior to the  Maturity  Date.  On a


                                                             Page 25 of 44 Pages

Repayment  Date,  the Payor shall pay the  applicable  amount of  principal  and
interest  in  lawful  money of the  United  States  of  America  by wire or bank
transfer of immediately available funds to an account designated by the Payee in
writing from time to time.

     2. Prepayment.

          (a) Mandatory Prepayment.

               (i) Upon the  occurrence  of an Event of Default  (under  Section
3(d) or (e)), the outstanding principal of and all accrued interest on this Note
shall be accelerated and shall automatically become immediately due and payable,
without  presentment,  demand,  protest or notice of any kind,  all of which are
expressly waived by the Payor,  notwithstanding anything contained herein to the
contrary.

               (ii) The  Payee  shall,  at its sole  option,  have the  right to
require the Payor to pay the outstanding  principal of and all accrued  interest
on this Note upon the occurrence of any of the following events: (1) an Event of
Default under Section 3(a), (b), (c), (f), (g) or (h), (2) the Company  entering
into an  agreement  to  effectuate  any  sale  or  other  disposition  of all or
substantially  all  of  its  assets,  in  one  transaction  or  in a  series  of
transactions,  (3) the Company  entering  into an  agreement to  effectuate  any
consolidation  or merger into another  entity,  or (4) any sale of a majority of
the  outstanding  equity of the Company (or any other event that  constitutes  a
Change of Control (as defined below) of the Company), in one transaction or in a
series of transactions.  Immediately upon the occurrence of either of the events
set forth in  clauses  (1),  (2) or (3) above,  or  immediately  upon  obtaining
knowledge  that any person has entered into an agreement to effectuate the event
set forth in clause (4) above,  the Company  shall give  written  notice of such
event to the Payee.  "Change  of  Control"  means any  "Person"  (as  defined in
Section  3(a)(9)  of the  Securities  Exchange  Act of  1934,  as  amended  (the
"Exchange  Act")) or "group" (as defined in Rule  13d-5,  promulgated  under the
Exchange  Act) other than Payee and its  affiliates  or any group that  includes
Payee and/or its  affiliates,  becoming the  beneficial  owner (as determined by
Rule 13d-3,  promulgated  under the Exchange Act),  directly or  indirectly,  of
outstanding  shares of stock of the Company  entitling such Person or Persons to
exercise  50% or more of the total  votes  entitled  to be cast at a regular  or
special  meeting,  or by action by written  consent,  of the stockholders of the
Company in the election of directors.

               (iii) Any  mandatory  prepayment  under this  Section  2(a) shall
include  payment  of  reasonable  costs  and  expenses,  if  any,  of the  Payee
associated with such prepayment.

          (b)  Optional  Prepayment.  The Company  may,  at its option,  without
premium or penalty, upon five (5) days' prior written notice to the Payee, repay
the unpaid  principal  amount of this Note, at any time in whole or from time to
time in part,  together with interest accrued thereon to the date of prepayment.
Any such  prepayment  shall be applied first to the payment of accrued  interest
and then to repayment of  principal.  Upon any partial  prepayment of the unpaid
principal  amount of this Note,  the Holder shall make  notation on this Note of
the portion of the principal so prepaid.  No notice of  prepayment  shall in any
way prohibit the Payee from converting this Note pursuant to Section 5.

     3. Events of Default.

     An "Event of Default" shall occur if:

          (a) the Payor  shall  default in the  payment of the  principal  of or
interest  payable  on this  Note,  when and as the  same  shall  become  due and


                                                             Page 26 of 44 Pages

payable,  whether  at  maturity  or  at  a  date  fixed  for  prepayment  or  by
acceleration  or  otherwise  and such  default  with  respect to the  payment of
interest shall continue unremedied for two days;

          (b) the Payor  shall  fail to  observe  or  perform  any  covenant  or
agreement  contained  in this Note,  and such  failure  shall  continue for five
business days after Payor receives notice of such failure;

          (c) any representation,  warranty,  certification or statement made by
or on behalf of the Payor in this Note or in any  certificate,  writing or other
document  delivered  pursuant  hereto shall prove to have been  incorrect in any
material respect when made;

          (d) an  involuntary  proceeding  shall be commenced or an  involuntary
petition shall be filed in a court of competent  jurisdiction seeking (A) relief
in respect of Payor or of a substantial part of Payor's  respective  property or
assets,  under  Title  11 of the  United  States  Code,  as now  constituted  or
hereafter  amended,  or any  other  Federal  or  state  bankruptcy,  insolvency,
receivership  or  similar  law (any  such  law,  a  "Bankruptcy  Law"),  (B) the
appointment  of a receiver,  trustee,  custodian,  sequestrator,  conservator or
similar  official for a substantial part of the property or assets of any Payor,
(C) the winding up or liquidation of any Payor;  and such proceeding or petition
shall  continue  undismissed  for 60 days,  or an order or decree  approving  or
ordering any of the foregoing shall be entered;

          (e) the Payor shall (A)  voluntarily  commence any  proceeding or file
any  petition  seeking  relief  under  a  Bankruptcy  Law,  (B)  consent  to the
institution  of or the  entry of an order  for  relief  against  it,  or fail to
contest in a timely and appropriate  manner, any proceeding or the filing of any
petition described in clause (d), (C) apply for or consent to the appointment of
a receiver,  trustee, custodian,  sequestrator,  conservator or similar official
for a  substantial  part of the  property  or assets of the  Payor,  (D) file an
answer admitting the material  allegations of a petition filed against it in any
such proceeding, (E) make a general assignment for the benefit of creditors, (F)
become unable, admit in writing its inability or fail generally to pay its debts
as they  become due or (G) take any action for the purpose of  effecting  any of
the foregoing;

          (f) one or more judgments or orders for the payment of money in excess
of  $250,000  in the  aggregate  shall be  rendered  against  the Payor and such
judgment(s) or order(s) shall continue  unsatisfied and unstayed for a period of
30 days;

          (g) the Payor shall default in the payment of any principal,  interest
or premium,  or any  observance or  performance  of any covenants or agreements,
with respect to indebtedness  (excluding  trade payables and other  indebtedness
entered  into in the  ordinary  course of  business) in excess of $50,000 in the
aggregate  for  borrowed  money  or any  obligation  which  is  the  substantive
equivalent  thereof and such default shall  continue for more than the period of
grace, if any, or of any such  indebtedness or obligation  shall be declared due
and payable prior to the stated maturity thereof;

          (h) any  material  provisions  of this Note shall  terminate or become
void or unenforceable or the Payor shall so assert in writing.

     4. Subordination.

          (a) Agreement of  Subordination.  The Payor covenants and agrees,  and
the Payee  likewise  covenants  and  agrees,  that (i) to the  extent and in the
manner  hereinafter  set forth in this Section 4, the obligations of the Company


                                                             Page 27 of 44 Pages

to pay the  principal of and accrued  interest on this Note (the  "Obligations")
are  hereby  expressly  made  subordinate  and junior in right of payment to the
prior payment in full of all amounts  owing to, under the  Financing  Agreement,
dated March 30, 2001, as amended (the "Financing Agreement"), by and between the
Payor  and  Rosenthal  &  Rosenthal,  Inc.,  a  New  York  Corporation,  whether
outstanding at the date hereof or hereinafter  incurred (such indebtedness being
hereinafter referred to as the "Senior Indebtedness"); (ii) the subordination is
solely for the  benefit of any  holders of Senior  Indebtedness;  and (iii) each
holder of Senior  Indebtedness  whether now outstanding or hereinafter  created,
incurred,  assumed or  guaranteed  shall be deemed to have  extended or acquired
such Senior Indebtedness in reliance upon the covenants and provisions contained
herein.

          (b)  Subordination  Upon Certain  Events.  Upon the  occurrence of any
Event of Default under Sections 3(d) or (e) of this Note:

               (i) Upon any  payment or  distribution  of assets of the Payor to
creditors of the Company,  holders of Senior  Indebtedness  shall be entitled to
receive  indefeasible  payment in full of all  obligations  with  respect to the
Senior  Indebtedness before the holder of this Note shall be entitled to receive
any payment in respect of the Obligations.

               (ii)  Until  all  Senior   Indebtedness  is  paid  in  full,  any
distribution  to which the Payee would be entitled  but for this Section 4 shall
be made to holders of Senior Indebtedness, as their interests may appear, except
that the  Payee  may  receive  securities  that are  subordinate  to the  Senior
Indebtedness to at least the same extent as this Note.

               (iii) For purposes of this Section 4, a distribution  may consist
of cash, securities or other property, by set-off or otherwise.

               (iv)  Notwithstanding  the  foregoing  provisions of this Section
4(b),  if payment  or  delivery  by the  Company  of cash,  securities  or other
property to the Payee is  authorized by an order or decree  giving  effect,  and
stating in such order or decree that effect is given,  to the  subordination  of
this  Note  to the  Senior  Indebtedness,  and  made  by a  court  of  competent
jurisdiction in a proceeding under any applicable  bankruptcy or  reorganization
law,  payment or  delivery  by the  Company of such  cash,  securities  or other
property shall be made to the Payee in accordance with such order or decree.

          (c) Limitation on Payment.

               (i) Upon  receipt  by the  Company  and the  Payee of a  Blockage
Notice (as defined below), then unless and until (A) all defaults in the payment
of any  Senior  Indebtedness  (the  "Senior  Defaults")  that  gave  rise to the
Blockage  Notice shall have been  remedied or  effectively  waived or shall have
ceased to exist or (B) the Senior  Indebtedness  in respect of which such Senior
Defaults  shall  have  occurred  shall have been paid in full or (C) a notice of
acceleration  of the  maturity  of such  Senior  Indebtedness  shall  have  been
transmitted  to the  Company in respect of such  Senior  Defaults,  no direct or
indirect payment (in cash,  property,  securities or by set-off or otherwise) of
or on account of the  principal of or interest on this Note or in respect of any
redemption, retirement, purchase or other acquisition of this Note shall be made
during any period prior to the  expiration  of the  Blockage  Period (as defined
below);  provided,  however,  that in no event shall the  foregoing  prevent the
Payee from converting this Note into shares of Subsequent Round Securities.

               (ii) For  purposes of this  Section 4, a  "Blockage  Notice" is a
notice of a Senior Default that in fact has occurred and is continuing, given to
the Company and the Payee by any holders of Senior Indebtedness then outstanding


                                                             Page 28 of 44 Pages

(or their authorized  agent);  provided,  however,  that no such notice shall be
effective as a Blockage  Notice if an effective  Blockage Notice shall have been
given within 360 days prior thereto.

               (iii) For  purposes of this  Section 4, a "Blockage  Period" with
respect to a Blockage Notice is the period commencing upon the Company's receipt
of such  Blockage  Notice and having the  duration  set forth in the  particular
agreement  establishing the Senior Indebtedness to which the Company is a party;
provided, that, such Blockage Period is no more than 90 days.

     Notwithstanding the foregoing, the Blockage Period shall be inapplicable or
cease to be  effective  if an Event of Default  pursuant to Section  3(d) or (e)
shall  have  occurred.  In  addition,  any  Blockage  Period  shall  cease to be
effective  if at any time  during  such  period  (i)  substantial  assets of the
Company  are sold or  otherwise  disposed of outside of the  ordinary  course of
business  for less than fair value or (ii)  payment or any  distribution  of any
character, whether in cash, securities or other property of the Company shall be
made to or received by any  creditor  on any  indebtedness  which is on the same
level of  priority  with or junior and  subordinate  in right of payment to this
Note.

     Upon the expiration or termination of any Blockage Period,  the Payee shall
be entitled to exercise  any of its rights with  respect to this Note other than
any right to accelerate the maturity date of this Note based upon the occurrence
of any Event of  Default in respect  thereto  which has been cured or  otherwise
remedied during the Blockage Period.

          (d)  Payments  and  Distributions  Received.  If the Payee  shall have
received any payment from or distribution of assets of the Company in respect of
Obligations  in  contravention  of the terms of this Section 4 before all Senior
Indebtedness  is  paid  in  full,  then  and  in  such  event  such  payment  or
distribution  shall be received  and held in trust for and shall be paid over or
delivered to the holders of Senior  Indebtedness to the extent  necessary to pay
all such Senior Indebtedness in full.

          (e) Proofs of Claim. If, while any Senior Indebtedness is outstanding,
any Event of Default  under  Section 3(d) or (e) of this Note occurs,  the Payee
shall duly and  promptly  take such action as any holder of Senior  Indebtedness
may reasonably  request to collect any payment with respect to this Note for the
account of the holders of the Senior Indebtedness and to file appropriate claims
or proofs of claim in  respect of this  Note.  Upon the  failure of the Payee to
take any such action,  each holder of Senior  Indebtedness is hereby irrevocably
authorized  and  empowered  (in its own name or  otherwise),  but shall  have no
obligation,   to  demand,   sue  for,  collect  and  receive  every  payment  or
distribution  referred  to in respect of this Note and to file claims and proofs
of claim and take such other action as it may deem  necessary  or advisable  for
the exercise or enforcement of any of the rights or interests of the Holder with
respect to this Note.

          (f)  Subrogation.  After all  amounts  payable  under or in respect of
Senior  Indebtedness  are paid in full in cash, the Payee shall be subrogated to
the  rights  of  holders  of  Senior   Indebtedness   to  receive   payments  or
distributions applicable to Senior Indebtedness to the extent that distributions
otherwise  payable  to the Payee  have been  applied  to the  payment  of Senior
Indebtedness.  A  distribution  made under this  Section 4 to a holder of Senior
Indebtedness  which  otherwise  would  have been  made to the  Payee is not,  as
between  the  Company  and  the  Payee,  a  payment  by the  Company  on  Senior
Indebtedness.

          (g) Relative Rights. This Section 4 defines the relative rights of the
Payee and the holders of Senior  Indebtedness.  Nothing in this  Section 4 shall


                                                             Page 29 of 44 Pages

(i) impair, as between the Company and the Payee, the obligation of the Company,
which is absolute and unconditional, to pay principal of and interest (including
Default  Interest) on this Note in  accordance  with its terms;  (ii) effect the
relative  rights of the Payee and creditors of the Company other than holders of
Senior  Indebtedness;  (iii)  prevent the Payee from  exercising  its  available
remedies  upon an Event of Default,  subject to the rights,  if any,  under this
Section 4 of  holders  of Senior  Indebtedness  or (iv)  prevent  the Payee from
exercising its conversion rights under Section 5.

          (h) Subordination May Not Be Impaired by the Company.  No right of any
holder  of  any  Senior   Indebtedness  to  enforce  the  subordination  of  the
Obligations  evidenced  by this Note  shall be  impaired  by any  failure by the
Company or such  holder of Senior  Indebtedness  to act or by the failure of the
Company or such holder to comply with this Note.  The provisions of this Section
4 shall continue to be effective or be reinstated, as the case may be, if at any
time  any  payment  of any of the  Senior  Indebtedness  is  rescinded  or  must
otherwise  be returned by any holder of Senior  Indebtedness  as a result of the
insolvency,  bankruptcy or  reorganization  of the Company or otherwise,  all as
though such payment had not been made.

          (i)  Payments.  A payment  with respect to principal of or interest on
the Obligations shall include,  without limitation,  payment of principal of and
interest  on this Note,  and any  payment on  account  of  mandatory  prepayment
provisions.

          (j)  Section Not to Prevent  Events of Default.  The failure to make a
payment on account of principal of or interest on or other amounts  constituting
the  Obligations  by  reason  of any  provision  of this  Section 4 shall not be
construed as preventing the occurrence of an Event of Default under Section 3.

     5. Conversion.

          (a) Right to  Convert.  Subject  to the terms and  conditions  of this
Section 5 and to  stockholder  approval (to the extent,  and only to the extent,
required  by the rules of the  Nasdaq  SmallCap  Market  or any  other  national
securities exchange or quotation system upon which the Payor's common stock, par
value $0.01 per share ("Common Stock"), may be listed from time to time (for the
avoidance of doubt, it being  understood that, prior to conversion of this Note,
such  approval  need only be obtained as to the portion or portions,  if any, of
Subsequent  Round  Securities that the holder would acquire upon conversion that
exceeds the amount that could be acquired  without such approval under the rules
of the Nasdaq  SmallCap  Market or any other  national  securities  exchange  or
quotation  system upon which the Common Stock may be listed from time to time)),
the Payee  shall have the  right,  at its  option,  at any time and from time to
time,  upon the  consummation  of any Subsequent  Round of Financing (as defined
below),  to convert all or any portion of the principal  amount of this Note and
any accrued and unpaid interest thereon (collectively,  "Note Obligations") into
a number of fully paid and  nonassessable  Subsequent Round Securities (with the
most  favorable  terms  received  by any  investor in such  Subsequent  Round of
Financing)  equal to the quotient  obtained by dividing the aggregate  amount of
Note  Obligations  to be  converted  by the lowest  price per  Subsequent  Round
Security paid by any investor in such  Subsequent  Round of  Financing.  Written
notice  of a  Subsequent  Round of  Financing  stating  the  date on which  such
Subsequent Round of Financing is expected to become effective and describing the
terms and conditions of such Subsequent Round of Financing shall be delivered by
the  Company to, and  received  by, the Payee not less than 10 days prior to the
consummation of such Subsequent Round of Financing.

          (b) Procedure for  Conversion.  In order to convert all or any portion
of the Note Obligations, the Payee shall (i) surrender this Note, duly endorsed,


                                                             Page 30 of 44 Pages

at the office of the Payor and (ii) simultaneously  with such surrender,  notify
the Payor in writing  of its  election  to convert  all or a portion of the Note
Obligations,  which  notice shall  specify the amount of principal  and interest
included in the Note Obligations to be so converted.  The date on which the Note
is surrendered for conversion is referred to herein as the "Conversion Date." As
soon as practicable  after the  Conversion  Date, the Payee shall be entitled to
receive a certificate or  certificates,  registered in such name or names as the
Payee may direct,  representing the Subsequent  Round  Securities  issuable upon
conversion of the applicable Note Obligations, along with a new promissory note,
in the same form as this Note,  reflecting  any Note  Obligations  that have not
been so converted;  provided that the Payee shall be treated for all purposes as
the record holder of such Subsequent Round Securities as of the Conversion Date.
The  issuance  of  Subsequent  Round  Securities  upon  conversion  of any  Note
Obligations  shall be made  without  charge to the Payee for any issuance tax in
respect  thereof,  provided  that the Payor shall not be required to pay any tax
that may be payable in respect of any  transfer  involved  in the  issuance  and
delivery of any certificate in a name other than that of the Payee.

          (c)  Reservation  of Shares.  Payor shall  reserve and keep  available
solely for  issuance  upon the  conversion  of Note  Obligations  such number of
shares of Subsequent Round Securities as will from time to time be sufficient to
permit the conversion of all outstanding  Note  Obligations  (collectively,  the
"Conversion Securities"),  and, if applicable, shall take all action to increase
the authorized  number of Subsequent Round Securities if at any time there shall
be insufficient  authorized but unissued  Subsequent  Round Securities to permit
such  reservation or permit the conversion of all outstanding  Note  Obligations
and  Subsequent  Round  Securities.  The  Payor  covenants  that all  Conversion
Securities  that shall be so issued shall be duly  authorized,  validly  issued,
fully paid and  non-assessable  by the  Payor,  not  subject  to any  preemptive
rights,  and free from any taxes,  liens and charges  with  respect to the issue
thereof.  The Payor will take all such action as may be necessary to ensure that
all  such  Conversion  Securities  may be so  issued  without  violation  of any
applicable law or  regulation,  or any  requirement  of any national  securities
exchange or quotation system upon which the Common Stock may be listed.

          (d) Certain  Definitions.  For  purposes of this Note,  the  following
terms shall have the  following  meanings  (with terms  defined in the  singular
having comparable meanings when used in the plural and vice versa):

               "Subsequent Round of Financing" means the offer and sale for cash
by the Company of its equity securities.

               "Subsequent Round Securities" means the equity securities sold in
the Subsequent Round of Financing; provided that, to the extent that two or more
types or classes of equity securities are sold as a unit in the Subsequent Round
of Financing,  "Subsequent Round Securities" shall mean a unit consisting of the
same types or classes of equity securities, in the same proportion, as the units
sold in the Subsequent Round of Financing.

     6. Suits for Enforcement.

          (a) Upon the  occurrence  of any one or more  Events of  Default,  the
holder of this Note may  proceed to protect  and  enforce  its rights by suit in
equity, action at law or by other appropriate  proceeding in aid of the exercise
of any power granted in this Note, or may proceed to enforce the payment of this
Note,  or to enforce any other legal or equitable  right it may have as a holder
of this Note.


                                                             Page 31 of 44 Pages


          (b) The holder of this Note may  direct the time,  method and place of
conducting any proceeding for any remedy available to itself.

          (c) In case of any Event of Default,  the Payor will pay to the holder
of this Note such amounts as shall be sufficient to cover the  reasonable  costs
and  expenses  of such holder due to such Event of  Default,  including  without
limitation,  costs of collection and reasonable  fees,  disbursements  and other
charges of counsel  incurred in  connection  with any action in which the holder
prevails.

     7. Notices. All notices,  demands and other communications  provided for or
permitted  hereunder shall be made in accordance with the provisions of the Note
Purchase Agreement,  dated as of the date hereof, by and among the Payor and the
investors listed on Schedule 1 thereto.

     8.  Successors and Assigns.  This Note shall inure to the benefit of and be
binding upon the successors  and permitted  assigns of the parties  hereto.  The
Payor may not assign any of its rights or  obligations  under this Note  without
the prior  written  consent  of Payee.  The Payee may assign all or a portion of
their rights or  obligations  under this Note to an affiliate  without the prior
written consent of the Payor.

     9. Amendment and Waiver.

          (a) No  failure  or  delay  on the  part  of the  Payor  or  Payee  in
exercising  any  right,  power or remedy  hereunder  shall  operate  as a waiver
thereof,  nor shall any single or partial  exercise of any such right,  power or
remedy  preclude  any other or further  exercise  thereof or the exercise of any
other right,  power or remedy.  The remedies  provided for herein are cumulative
and are not  exclusive  of any  remedies  that may be  available to the Payor or
Payee at law, in equity or otherwise.

          (b) Any amendment,  supplement or  modification of or to any provision
of this Note,  any waiver of any  provision  of this Note and any consent to any
departure by the Payor from the terms of any  provision  of this Note,  shall be
effective (i) only if it is made or given in writing and signed by the Payor and
the Payee and (ii) only in the specific  instance  and for the specific  purpose
for which made or given.

     10.  Headings.  The headings in this Note are for  convenience of reference
only and shall not limit or otherwise affect the meaning hereof.

     11.  GOVERNING  LAW.  THIS  NOTE  SHALL BE  GOVERNED  BY AND  CONSTRUED  IN
ACCORDANCE  WITH  THE LAWS OF THE  STATE  OF NEW  YORK,  WITHOUT  REGARD  TO THE
CONFLICTS OF LAW PRINCIPLES THEREOF.

     12.  Costs and  Expenses.  The  Payor  hereby  agrees to pay on demand  all
reasonable out-of-pocket costs, fees, expenses,  disbursements and other charges
(including  but not  limited  to the  fees,  expenses,  disbursements  and other
charges of counsel to the  Payee) of the Payee  arising in  connection  with any
consent or waiver granted or requested hereunder or in connection herewith,  and
any  renegotiation,  amendment,  work-out  or  settlement  of  this  Note or the
indebtedness arising hereunder.

     13. Waiver of Jury Trial and Setoff.  The Payor hereby waives trial by jury
in any  litigation in any court with respect to, in connection  with, or arising
out of this Note or any instrument or document  delivered pursuant to this Note,
or the validity, protection, interpretation,  collection or enforcement thereof,
or any other  claim or  dispute  howsoever  arising,  between  any Payor and the


                                                             Page 32 of 44 Pages

Payee;  and the  Payor  hereby  waives  the  right to  interpose  any  setoff or
counterclaim or cross-claim in connection with any such litigation, irrespective
of the nature of such setoff,  counterclaim or cross-claim  except to the extent
that the failure so to assert any such setoff, counterclaim or cross-claim would
permanently preclude the prosecution of the same.

     14. Consent to Jurisdiction.  The Payor hereby irrevocably  consents to the
nonexclusive  jurisdiction  of the  courts  of the  State of New York and of any
federal court located in such State in connection  with any action or proceeding
arising out of or relating to this Note or any document or instrument  delivered
pursuant to this Agreement.

     15. Severability. If any one or more of the provisions contained herein, or
the  application  thereof  in any  circumstance,  is held  invalid,  illegal  or
unenforceable  in any  respect  for  any  reason,  the  validity,  legality  and
enforceability  of any such provisions  hereof shall not be in any way impaired,
unless the provisions held invalid, illegal or unenforceable shall substantially
impair the benefits of the remaining provisions hereof.

     16.  Entire  Agreement.  This Note is  intended  by the  parties as a final
expression  of their  agreement  and  intended  to be a complete  and  exclusive
statement of the agreement and understanding of the parties hereto in respect of
the subject matter hereof.  There are no restrictions,  promises,  warranties or
undertakings,  other  than  those set forth or  referred  to  herein.  This Note
supersedes  all prior  agreements  and  understandings  between the parties with
respect to such subject matter.

     17. Further Assurances.  The Payor shall execute such documents and perform
such  further acts  (including,  without  limitation,  obtaining  any  consents,
exemptions,  authorizations  or other  actions  by, or giving any notices to, or
making any filings with, any governmental  authority or any other Person) as may
be reasonably required or desirable to carry out or to perform the provisions of
this Note.

                                        BLUEFLY, INC.


                                        By:  /s/ Jonathan Morris
                                             -------------------
                                             Name:  Jonathan Morris
                                             Title: Executive Vice President



                                                             Page 33 of 44 Pages



                                  EXHIBIT YYY


THE OFFER AND SALE OF THIS NOTE HAS NOT BEEN REGISTERED UNDER THE SECURITIES ACT
OF 1933, AS AMENDED (THE "ACT"),  OR THE SECURITIES LAWS OF ANY STATE. THIS NOTE
AND ANY SECURITIES  ISSUABLE UPON THE  CONVERSION  HEREOF MAY NOT BE TRANSFERRED
EXCEPT  PURSUANT  TO AN  EFFECTIVE  REGISTRATION  STATEMENT  UNDER  SUCH ACT AND
APPLICABLE STATE SECURITIES LAWS OR PURSUANT TO AN APPLICABLE EXEMPTION FROM THE
REGISTRATION  REQUIREMENTS OF SUCH ACT AND SUCH LAWS. CERTIFICATES  REPRESENTING
ANY SECURITIES  ISSUABLE UPON  CONVERSION OF THIS NOTE SHALL INCLUDE A LEGEND TO
SIMILAR EFFECT AS THE FOREGOING.



                                 BLUEFLY, INC.

                          CONVERTIBLE PROMISSORY NOTE


$63,436
New York, New York                                            July 16, 2003

     FOR VALUE RECEIVED, the undersigned,  BLUEFLY, INC., a Delaware corporation
(the  "Payor" or the  "Company"),  promises to pay to the order of SFM  DOMESTIC
INVESTMENTS  LLC or its registered  assign (the  "Payee"),  the principal sum of
Sixty-Three  Thousand Four Hundred and Thirty-Six Dollars ($63,436) and interest
on the outstanding principal balance as set forth herein.

     1. Interest Rate; Payment.

          (a) The outstanding  principal balance of this Convertible  Promissory
Note (this "Note") shall bear interest at an annual rate equal to 12% per annum,
with interest  accruing,  from and  including the date hereof,  on a cumulative,
compounding basis.  Interest shall be computed on the basis of a 365- or 366-day
year, as the case may be, and the actual number of days elapsed, and, subject to
Section  5,  shall be  payable  only  upon  repayment  of the  principal  on any
Repayment Date (as defined below) in cash.

          (b) The  outstanding  balance of any amount owed under this Note which
is not paid  when due shall  bear  interest  at the rate of 2.0% per annum  (the
"Default  Interest") above the rate that would otherwise be in effect under this
Note with the Default Interest accruing,  from and including such due date, on a
cumulative, compounding basis.

          (c) The  outstanding  principal  and all accrued  and unpaid  interest
shall be paid in full no later than  January  12,  2004 (the  "Maturity  Date"),
unless repaid  earlier  pursuant to the provisions of Section 2 (the date of any
payment pursuant to Section 2 and the Maturity Date, collectively referred to as
a "Repayment  Date") or unless  converted into Subsequent  Round  Securities (as
defined  below)  pursuant to Section 5 on or prior to the  Maturity  Date.  On a
Repayment  Date,  the Payor shall pay the  applicable  amount of  principal  and
interest  in  lawful  money of the  United  States  of  America  by wire or bank


                                                             Page 34 of 44 Pages

transfer of immediately available funds to an account designated by the Payee in
writing from time to time.

     2. Prepayment.

          (a) Mandatory Prepayment.

               (i) Upon the  occurrence  of an Event of Default  (under  Section
3(d) or (e)), the outstanding principal of and all accrued interest on this Note
shall be accelerated and shall automatically become immediately due and payable,
without  presentment,  demand,  protest or notice of any kind,  all of which are
expressly waived by the Payor,  notwithstanding anything contained herein to the
contrary.

               (ii) The  Payee  shall,  at its sole  option,  have the  right to
require the Payor to pay the outstanding  principal of and all accrued  interest
on this Note upon the occurrence of any of the following events: (1) an Event of
Default under Section 3(a), (b), (c), (f), (g) or (h), (2) the Company  entering
into an  agreement  to  effectuate  any  sale  or  other  disposition  of all or
substantially  all  of  its  assets,  in  one  transaction  or  in a  series  of
transactions,  (3) the Company  entering  into an  agreement to  effectuate  any
consolidation  or merger into another  entity,  or (4) any sale of a majority of
the  outstanding  equity of the Company (or any other event that  constitutes  a
Change of Control (as defined below) of the Company), in one transaction or in a
series of transactions.  Immediately upon the occurrence of either of the events
set forth in  clauses  (1),  (2) or (3) above,  or  immediately  upon  obtaining
knowledge  that any person has entered into an agreement to effectuate the event
set forth in clause (4) above,  the Company  shall give  written  notice of such
event to the Payee.  "Change  of  Control"  means any  "Person"  (as  defined in
Section  3(a)(9)  of the  Securities  Exchange  Act of  1934,  as  amended  (the
"Exchange  Act")) or "group" (as defined in Rule  13d-5,  promulgated  under the
Exchange  Act) other than Payee and its  affiliates  or any group that  includes
Payee and/or its  affiliates,  becoming the  beneficial  owner (as determined by
Rule 13d-3,  promulgated  under the Exchange Act),  directly or  indirectly,  of
outstanding  shares of stock of the Company  entitling such Person or Persons to
exercise  50% or more of the total  votes  entitled  to be cast at a regular  or
special  meeting,  or by action by written  consent,  of the stockholders of the
Company in the election of directors.

               (iii) Any  mandatory  prepayment  under this  Section  2(a) shall
include  payment  of  reasonable  costs  and  expenses,  if  any,  of the  Payee
associated with such prepayment.

          (b)  Optional  Prepayment.  The Company  may,  at its option,  without
premium or penalty, upon five (5) days' prior written notice to the Payee, repay
the unpaid  principal  amount of this Note, at any time in whole or from time to
time in part,  together with interest accrued thereon to the date of prepayment.
Any such  prepayment  shall be applied first to the payment of accrued  interest
and then to repayment of  principal.  Upon any partial  prepayment of the unpaid
principal  amount of this Note,  the Holder shall make  notation on this Note of
the portion of the principal so prepaid.  No notice of  prepayment  shall in any
way prohibit the Payee from converting this Note pursuant to Section 5.

     3. Events of Default. An "Event of Default" shall occur if:

          (a) the Payor  shall  default in the  payment of the  principal  of or
interest  payable  on this  Note,  when and as the  same  shall  become  due and
payable,  whether  at  maturity  or  at  a  date  fixed  for  prepayment  or  by
acceleration  or  otherwise  and such  default  with  respect to the  payment of
interest shall continue unremedied for two days;


                                                             Page 35 of 44 Pages


          (b) the Payor  shall  fail to  observe  or  perform  any  covenant  or
agreement  contained  in this Note,  and such  failure  shall  continue for five
business days after Payor receives notice of such failure;

          (c) any representation,  warranty,  certification or statement made by
or on behalf of the Payor in this Note or in any  certificate,  writing or other
document  delivered  pursuant  hereto shall prove to have been  incorrect in any
material respect when made;

          (d) an  involuntary  proceeding  shall be commenced or an  involuntary
petition shall be filed in a court of competent  jurisdiction seeking (A) relief
in respect of Payor or of a substantial part of Payor's  respective  property or
assets,  under  Title  11 of the  United  States  Code,  as now  constituted  or
hereafter  amended,  or any  other  Federal  or  state  bankruptcy,  insolvency,
receivership  or  similar  law (any  such  law,  a  "Bankruptcy  Law"),  (B) the
appointment  of a receiver,  trustee,  custodian,  sequestrator,  conservator or
similar  official for a substantial part of the property or assets of any Payor,
(C) the winding up or liquidation of any Payor;  and such proceeding or petition
shall  continue  undismissed  for 60 days,  or an order or decree  approving  or
ordering any of the foregoing shall be entered;

          (e) the Payor shall (A)  voluntarily  commence any  proceeding or file
any  petition  seeking  relief  under  a  Bankruptcy  Law,  (B)  consent  to the
institution  of or the  entry of an order  for  relief  against  it,  or fail to
contest in a timely and appropriate  manner, any proceeding or the filing of any
petition described in clause (d), (C) apply for or consent to the appointment of
a receiver,  trustee, custodian,  sequestrator,  conservator or similar official
for a  substantial  part of the  property  or assets of the  Payor,  (D) file an
answer admitting the material  allegations of a petition filed against it in any
such proceeding, (E) make a general assignment for the benefit of creditors, (F)
become unable, admit in writing its inability or fail generally to pay its debts
as they  become due or (G) take any action for the purpose of  effecting  any of
the foregoing;

          (f) one or more judgments or orders for the payment of money in excess
of  $250,000  in the  aggregate  shall be  rendered  against  the Payor and such
judgment(s) or order(s) shall continue  unsatisfied and unstayed for a period of
30 days;

          (g) the Payor shall default in the payment of any principal,  interest
or premium,  or any  observance or  performance  of any covenants or agreements,
with respect to indebtedness  (excluding  trade payables and other  indebtedness
entered  into in the  ordinary  course of  business) in excess of $50,000 in the
aggregate  for  borrowed  money  or any  obligation  which  is  the  substantive
equivalent  thereof and such default shall  continue for more than the period of
grace, if any, or of any such  indebtedness or obligation  shall be declared due
and payable prior to the stated maturity thereof;

          (h) any  material  provisions  of this Note shall  terminate or become
void or unenforceable or the Payor shall so assert in writing.

     4. Subordination.

          (a) Agreement of  Subordination.  The Payor covenants and agrees,  and
the Payee  likewise  covenants  and  agrees,  that (i) to the  extent and in the
manner  hereinafter  set forth in this Section 4, the obligations of the Company
to pay the  principal of and accrued  interest on this Note (the  "Obligations")
are  hereby  expressly  made  subordinate  and junior in right of payment to the
prior payment in full of all amounts  owing to, under the  Financing  Agreement,


                                                             Page 36 of 44 Pages

dated March 30, 2001, as amended (the "Financing Agreement"), by and between the
Payor  and  Rosenthal  &  Rosenthal,  Inc.,  a  New  York  Corporation,  whether
outstanding at the date hereof or hereinafter  incurred (such indebtedness being
hereinafter referred to as the "Senior Indebtedness"); (ii) the subordination is
solely for the  benefit of any  holders of Senior  Indebtedness;  and (iii) each
holder of Senior  Indebtedness  whether now outstanding or hereinafter  created,
incurred,  assumed or  guaranteed  shall be deemed to have  extended or acquired
such Senior Indebtedness in reliance upon the covenants and provisions contained
herein.

          (b)  Subordination  Upon Certain  Events.  Upon the  occurrence of any
Event of Default under Sections 3(d) or (e) of this Note:

               (i) Upon any  payment or  distribution  of assets of the Payor to
creditors of the Company,  holders of Senior  Indebtedness  shall be entitled to
receive  indefeasible  payment in full of all  obligations  with  respect to the
Senior  Indebtedness before the holder of this Note shall be entitled to receive
any payment in respect of the Obligations.

               (ii)  Until  all  Senior   Indebtedness  is  paid  in  full,  any
distribution  to which the Payee would be entitled  but for this Section 4 shall
be made to holders of Senior Indebtedness, as their interests may appear, except
that the  Payee  may  receive  securities  that are  subordinate  to the  Senior
Indebtedness to at least the same extent as this Note.

               (iii) For purposes of this Section 4, a distribution  may consist
of cash, securities or other property, by set-off or otherwise.

               (iv)  Notwithstanding  the  foregoing  provisions of this Section
4(b),  if payment  or  delivery  by the  Company  of cash,  securities  or other
property to the Payee is  authorized by an order or decree  giving  effect,  and
stating in such order or decree that effect is given,  to the  subordination  of
this  Note  to the  Senior  Indebtedness,  and  made  by a  court  of  competent
jurisdiction in a proceeding under any applicable  bankruptcy or  reorganization
law,  payment or  delivery  by the  Company of such  cash,  securities  or other
property shall be made to the Payee in accordance with such order or decree.

          (c) Limitation on Payment.

               (i) Upon  receipt  by the  Company  and the  Payee of a  Blockage
Notice (as defined below), then unless and until (A) all defaults in the payment
of any  Senior  Indebtedness  (the  "Senior  Defaults")  that  gave  rise to the
Blockage  Notice shall have been  remedied or  effectively  waived or shall have
ceased to exist or (B) the Senior  Indebtedness  in respect of which such Senior
Defaults  shall  have  occurred  shall have been paid in full or (C) a notice of
acceleration  of the  maturity  of such  Senior  Indebtedness  shall  have  been
transmitted  to the  Company in respect of such  Senior  Defaults,  no direct or
indirect payment (in cash,  property,  securities or by set-off or otherwise) of
or on account of the  principal of or interest on this Note or in respect of any
redemption, retirement, purchase or other acquisition of this Note shall be made
during any period prior to the  expiration  of the  Blockage  Period (as defined
below);  provided,  however,  that in no event shall the  foregoing  prevent the
Payee from converting this Note into shares of Subsequent Round Securities.

               (ii) For  purposes of this  Section 4, a  "Blockage  Notice" is a
notice of a Senior Default that in fact has occurred and is continuing, given to
the Company and the Payee by any holders of Senior Indebtedness then outstanding
(or their authorized  agent);  provided,  however,  that no such notice shall be
effective as a Blockage  Notice if an effective  Blockage Notice shall have been
given within 360 days prior thereto.


                                                             Page 37 of 44 Pages


               (iii) For  purposes of this  Section 4, a "Blockage  Period" with
respect to a Blockage Notice is the period commencing upon the Company's receipt
of such  Blockage  Notice and having the  duration  set forth in the  particular
agreement  establishing the Senior Indebtedness to which the Company is a party;
provided, that, such Blockage Period is no more than 90 days.

     Notwithstanding the foregoing, the Blockage Period shall be inapplicable or
cease to be  effective  if an Event of Default  pursuant to Section  3(d) or (e)
shall  have  occurred.  In  addition,  any  Blockage  Period  shall  cease to be
effective  if at any time  during  such  period  (i)  substantial  assets of the
Company  are sold or  otherwise  disposed of outside of the  ordinary  course of
business  for less than fair value or (ii)  payment or any  distribution  of any
character, whether in cash, securities or other property of the Company shall be
made to or received by any  creditor  on any  indebtedness  which is on the same
level of  priority  with or junior and  subordinate  in right of payment to this
Note.

     Upon the expiration or termination of any Blockage Period,  the Payee shall
be entitled to exercise  any of its rights with  respect to this Note other than
any right to accelerate the maturity date of this Note based upon the occurrence
of any Event of  Default in respect  thereto  which has been cured or  otherwise
remedied during the Blockage Period.

          (d)  Payments  and  Distributions  Received.  If the Payee  shall have
received any payment from or distribution of assets of the Company in respect of
Obligations  in  contravention  of the terms of this Section 4 before all Senior
Indebtedness  is  paid  in  full,  then  and  in  such  event  such  payment  or
distribution  shall be received  and held in trust for and shall be paid over or
delivered to the holders of Senior  Indebtedness to the extent  necessary to pay
all such Senior Indebtedness in full.

          (e) Proofs of Claim. If, while any Senior Indebtedness is outstanding,
any Event of Default  under  Section 3(d) or (e) of this Note occurs,  the Payee
shall duly and  promptly  take such action as any holder of Senior  Indebtedness
may reasonably  request to collect any payment with respect to this Note for the
account of the holders of the Senior Indebtedness and to file appropriate claims
or proofs of claim in  respect of this  Note.  Upon the  failure of the Payee to
take any such action,  each holder of Senior  Indebtedness is hereby irrevocably
authorized  and  empowered  (in its own name or  otherwise),  but shall  have no
obligation,   to  demand,   sue  for,  collect  and  receive  every  payment  or
distribution  referred  to in respect of this Note and to file claims and proofs
of claim and take such other action as it may deem  necessary  or advisable  for
the exercise or enforcement of any of the rights or interests of the Holder with
respect to this Note.

          (f)  Subrogation.  After all  amounts  payable  under or in respect of
Senior  Indebtedness  are paid in full in cash, the Payee shall be subrogated to
the  rights  of  holders  of  Senior   Indebtedness   to  receive   payments  or
distributions applicable to Senior Indebtedness to the extent that distributions
otherwise  payable  to the Payee  have been  applied  to the  payment  of Senior
Indebtedness.  A  distribution  made under this  Section 4 to a holder of Senior
Indebtedness  which  otherwise  would  have been  made to the  Payee is not,  as
between  the  Company  and  the  Payee,  a  payment  by the  Company  on  Senior
Indebtedness.

          (g) Relative Rights. This Section 4 defines the relative rights of the
Payee and the holders of Senior  Indebtedness.  Nothing in this  Section 4 shall
(i) impair, as between the Company and the Payee, the obligation of the Company,
which is absolute and unconditional, to pay principal of and interest (including
Default  Interest) on this Note in  accordance  with its terms;  (ii) effect the


                                                             Page 38 of 44 Pages

relative  rights of the Payee and creditors of the Company other than holders of
Senior  Indebtedness;  (iii)  prevent the Payee from  exercising  its  available
remedies  upon an Event of Default,  subject to the rights,  if any,  under this
Section 4 of  holders  of Senior  Indebtedness  or (iv)  prevent  the Payee from
exercising its conversion rights under Section 5.

          (h) Subordination May Not Be Impaired by the Company.  No right of any
holder  of  any  Senior   Indebtedness  to  enforce  the  subordination  of  the
Obligations  evidenced  by this Note  shall be  impaired  by any  failure by the
Company or such  holder of Senior  Indebtedness  to act or by the failure of the
Company or such holder to comply with this Note.  The provisions of this Section
4 shall continue to be effective or be reinstated, as the case may be, if at any
time  any  payment  of any of the  Senior  Indebtedness  is  rescinded  or  must
otherwise  be returned by any holder of Senior  Indebtedness  as a result of the
insolvency,  bankruptcy or  reorganization  of the Company or otherwise,  all as
though such payment had not been made.

          (i)  Payments.  A payment  with respect to principal of or interest on
the Obligations shall include,  without limitation,  payment of principal of and
interest  on this Note,  and any  payment on  account  of  mandatory  prepayment
provisions.

          (j)  Section Not to Prevent  Events of Default.  The failure to make a
payment on account of principal of or interest on or other amounts  constituting
the  Obligations  by  reason  of any  provision  of this  Section 4 shall not be
construed as preventing the occurrence of an Event of Default under Section 3.

     5. Conversion.

          (a) Right to  Convert.  Subject  to the terms and  conditions  of this
Section 5 and to  stockholder  approval (to the extent,  and only to the extent,
required  by the rules of the  Nasdaq  SmallCap  Market  or any  other  national
securities exchange or quotation system upon which the Payor's common stock, par
value $0.01 per share ("Common Stock"), may be listed from time to time (for the
avoidance of doubt, it being  understood that, prior to conversion of this Note,
such  approval  need only be obtained as to the portion or portions,  if any, of
Subsequent  Round  Securities that the holder would acquire upon conversion that
exceeds the amount that could be acquired  without such approval under the rules
of the Nasdaq  SmallCap  Market or any other  national  securities  exchange  or
quotation  system upon which the Common Stock may be listed from time to time)),
the Payee  shall have the  right,  at its  option,  at any time and from time to
time,  upon the  consummation  of any Subsequent  Round of Financing (as defined
below),  to convert all or any portion of the principal  amount of this Note and
any accrued and unpaid interest thereon (collectively,  "Note Obligations") into
a number of fully paid and  nonassessable  Subsequent Round Securities (with the
most  favorable  terms  received  by any  investor in such  Subsequent  Round of
Financing)  equal to the quotient  obtained by dividing the aggregate  amount of
Note  Obligations  to be  converted  by the lowest  price per  Subsequent  Round
Security paid by any investor in such  Subsequent  Round of  Financing.  Written
notice  of a  Subsequent  Round of  Financing  stating  the  date on which  such
Subsequent Round of Financing is expected to become effective and describing the
terms and conditions of such Subsequent Round of Financing shall be delivered by
the  Company to, and  received  by, the Payee not less than 10 days prior to the
consummation of such Subsequent Round of Financing.

          (b) Procedure for  Conversion.  In order to convert all or any portion
of the Note Obligations, the Payee shall (i) surrender this Note, duly endorsed,
at the office of the Payor and (ii) simultaneously  with such surrender,  notify
the Payor in writing  of its  election  to convert  all or a portion of the Note
Obligations,  which  notice shall  specify the amount of principal  and interest


                                                             Page 39 of 44 Pages

included in the Note Obligations to be so converted.  The date on which the Note
is surrendered for conversion is referred to herein as the "Conversion Date." As
soon as practicable  after the  Conversion  Date, the Payee shall be entitled to
receive a certificate or  certificates,  registered in such name or names as the
Payee may direct,  representing the Subsequent  Round  Securities  issuable upon
conversion of the applicable Note Obligations, along with a new promissory note,
in the same form as this Note,  reflecting  any Note  Obligations  that have not
been so converted;  provided that the Payee shall be treated for all purposes as
the record holder of such Subsequent Round Securities as of the Conversion Date.
The  issuance  of  Subsequent  Round  Securities  upon  conversion  of any  Note
Obligations  shall be made  without  charge to the Payee for any issuance tax in
respect  thereof,  provided  that the Payor shall not be required to pay any tax
that may be payable in respect of any  transfer  involved  in the  issuance  and
delivery of any certificate in a name other than that of the Payee.

          (c)  Reservation  of Shares.  Payor shall  reserve and keep  available
solely for  issuance  upon the  conversion  of Note  Obligations  such number of
shares of Subsequent Round Securities as will from time to time be sufficient to
permit the conversion of all outstanding  Note  Obligations  (collectively,  the
"Conversion Securities"),  and, if applicable, shall take all action to increase
the authorized  number of Subsequent Round Securities if at any time there shall
be insufficient  authorized but unissued  Subsequent  Round Securities to permit
such  reservation or permit the conversion of all outstanding  Note  Obligations
and  Subsequent  Round  Securities.  The  Payor  covenants  that all  Conversion
Securities  that shall be so issued shall be duly  authorized,  validly  issued,
fully paid and  non-assessable  by the  Payor,  not  subject  to any  preemptive
rights,  and free from any taxes,  liens and charges  with  respect to the issue
thereof.  The Payor will take all such action as may be necessary to ensure that
all  such  Conversion  Securities  may be so  issued  without  violation  of any
applicable law or  regulation,  or any  requirement  of any national  securities
exchange or quotation system upon which the Common Stock may be listed.

          (d) Certain  Definitions.  For  purposes of this Note,  the  following
terms shall have the  following  meanings  (with terms  defined in the  singular
having comparable meanings when used in the plural and vice versa):

     "Subsequent  Round of  Financing"  means the offer and sale for cash by the
Company of its equity securities.

     "Subsequent  Round  Securities"  means the  equity  securities  sold in the
Subsequent  Round of  Financing;  provided  that, to the extent that two or more
types or classes of equity securities are sold as a unit in the Subsequent Round
of Financing,  "Subsequent Round Securities" shall mean a unit consisting of the
same types or classes of equity securities, in the same proportion, as the units
sold in the Subsequent Round of Financing.

     6. Suits for Enforcement.

          (a) Upon the  occurrence  of any one or more  Events of  Default,  the
holder of this Note may  proceed to protect  and  enforce  its rights by suit in
equity, action at law or by other appropriate  proceeding in aid of the exercise
of any power granted in this Note, or may proceed to enforce the payment of this
Note,  or to enforce any other legal or equitable  right it may have as a holder
of this Note.

          (b) The holder of this Note may  direct the time,  method and place of
conducting any proceeding for any remedy available to itself.


                                                             Page 40 of 44 Pages


          (c) In case of any Event of Default,  the Payor will pay to the holder
of this Note such amounts as shall be sufficient to cover the  reasonable  costs
and  expenses  of such holder due to such Event of  Default,  including  without
limitation,  costs of collection and reasonable  fees,  disbursements  and other
charges of counsel  incurred in  connection  with any action in which the holder
prevails.

     7. Notices. All notices,  demands and other communications  provided for or
permitted  hereunder shall be made in accordance with the provisions of the Note
Purchase Agreement,  dated as of the date hereof, by and among the Payor and the
investors listed on Schedule 1 thereto.

     8.  Successors and Assigns.  This Note shall inure to the benefit of and be
binding upon the successors  and permitted  assigns of the parties  hereto.  The
Payor may not assign any of its rights or  obligations  under this Note  without
the prior  written  consent  of Payee.  The Payee may assign all or a portion of
their rights or  obligations  under this Note to an affiliate  without the prior
written consent of the Payor.

     9 Amendment and Waiver.

          (a) No  failure  or  delay  on the  part  of the  Payor  or  Payee  in
exercising  any  right,  power or remedy  hereunder  shall  operate  as a waiver
thereof,  nor shall any single or partial  exercise of any such right,  power or
remedy  preclude  any other or further  exercise  thereof or the exercise of any
other right,  power or remedy.  The remedies  provided for herein are cumulative
and are not  exclusive  of any  remedies  that may be  available to the Payor or
Payee at law, in equity or otherwise.

          (b) Any amendment,  supplement or  modification of or to any provision
of this Note,  any waiver of any  provision  of this Note and any consent to any
departure by the Payor from the terms of any  provision  of this Note,  shall be
effective (i) only if it is made or given in writing and signed by the Payor and
the Payee and (ii) only in the specific  instance  and for the specific  purpose
for which made or given.

     10.  Headings.  The headings in this Note are for  convenience of reference
only and shall not limit or otherwise affect the meaning hereof.

     11.  GOVERNING  LAW.  THIS  NOTE  SHALL BE  GOVERNED  BY AND  CONSTRUED  IN
ACCORDANCE  WITH  THE LAWS OF THE  STATE  OF NEW  YORK,  WITHOUT  REGARD  TO THE
CONFLICTS OF LAW PRINCIPLES THEREOF.

     12.  Costs and  Expenses.  The  Payor  hereby  agrees to pay on demand  all
reasonable out-of-pocket costs, fees, expenses,  disbursements and other charges
(including  but not  limited  to the  fees,  expenses,  disbursements  and other
charges of counsel to the  Payee) of the Payee  arising in  connection  with any
consent or waiver granted or requested hereunder or in connection herewith,  and
any  renegotiation,  amendment,  work-out  or  settlement  of  this  Note or the
indebtedness arising hereunder.

     13. Waiver of Jury Trial and Setoff.  The Payor hereby waives trial by jury
in any  litigation in any court with respect to, in connection  with, or arising
out of this Note or any instrument or document  delivered pursuant to this Note,
or the validity, protection, interpretation,  collection or enforcement thereof,
or any other  claim or  dispute  howsoever  arising,  between  any Payor and the
Payee;  and the  Payor  hereby  waives  the  right to  interpose  any  setoff or


                                                             Page 41 of 44 Pages

counterclaim or cross-claim in connection with any such litigation, irrespective
of the nature of such setoff,  counterclaim or cross-claim  except to the extent
that the failure so to assert any such setoff, counterclaim or cross-claim would
permanently preclude the prosecution of the same.

     14. Consent to Jurisdiction.  The Payor hereby irrevocably  consents to the
nonexclusive  jurisdiction  of the  courts  of the  State of New York and of any
federal court located in such State in connection  with any action or proceeding
arising out of or relating to this Note or any document or instrument  delivered
pursuant to this Agreement.

     15. Severability. If any one or more of the provisions contained herein, or
the  application  thereof  in any  circumstance,  is held  invalid,  illegal  or
unenforceable  in any  respect  for  any  reason,  the  validity,  legality  and
enforceability  of any such provisions  hereof shall not be in any way impaired,
unless the provisions held invalid, illegal or unenforceable shall substantially
impair the benefits of the remaining provisions hereof.

     16.  Entire  Agreement.  This Note is  intended  by the  parties as a final
expression  of their  agreement  and  intended  to be a complete  and  exclusive
statement of the agreement and understanding of the parties hereto in respect of
the subject matter hereof.  There are no restrictions,  promises,  warranties or
undertakings,  other  than  those set forth or  referred  to  herein.  This Note
supersedes  all prior  agreements  and  understandings  between the parties with
respect to such subject matter.

     17. Further Assurances.  The Payor shall execute such documents and perform
such  further acts  (including,  without  limitation,  obtaining  any  consents,
exemptions,  authorizations  or other  actions  by, or giving any notices to, or
making any filings with, any governmental  authority or any other Person) as may
be reasonably required or desirable to carry out or to perform the provisions of
this Note.

                                        BLUEFLY, INC.


                                        By: /s/ Jonathan Morris
                                            -------------------
                                            Name:  Jonathan Morris
                                            Title: Executive Vice President



                                                             Page 42 of 44 Pages



                                  EXHIBIT ZZZ

                               WAIVER AND CONSENT
                                OF THE HOLDERS OF
                      SERIES A CONVERTIBLE PREFERRED STOCK,
                      SERIES B CONVERTIBLE PREFERRED STOCK,
                      SERIES C CONVERTIBLE PREFERRED STOCK,
                      SERIES D CONVERTIBLE PREFERRED STOCK
                                       AND
                      SERIES E CONVERTIBLE PREFERRED STOCK
                                OF BLUEFLY, INC.

     The  undersigned,  constituting  the  holders  of  all of  the  issued  and
outstanding  shares of the Series A Convertible  Preferred  Stock (the "Series A
Preferred  Stock"),  the Series B  Convertible  Preferred  Stock (the  "Series B
Preferred  Stock"),  the Series C  Convertible  Preferred  Stock (the  "Series C
Preferred  Stock"),  the Series D  Convertible  Preferred  Stock (the  "Series D
Preferred  Stock") and the Series E Convertible  Preferred  Stock (the "Series E
Preferred Stock") of Bluefly,  Inc., a Delaware corporation (the "Corporation"),
hereby  covenant  and  agree as  follows  and adopt  the  following  resolutions
pursuant to Section 228 of the General  Corporation Law of the State of Delaware
in lieu of holding  meetings  of the  holders of Series A  Preferred  Stock (the
"Series A Preferred Stockholders"), the holders of Series B Preferred Stock (the
"Series B Preferred Stockholders"),  the holders of the Series C Preferred Stock
(the "Series C Preferred  Stockholders"),  the holders of the Series D Preferred
Stock (the  "Series D Preferred  Stockholders")  and the holders of the Series E
Preferred  Stock (the "Series E Preferred  Stockholders"),  and direct that this
waiver and consent be filed with the minutes of the Corporation:

     WHEREAS,  the Corporation  desires to issue and sell to Quantum  Industrial
Partners LDC and SFM Domestic  Investments LLC (collectively,  the "Investors"),
pursuant  to a Note and Warrant  Purchase  Agreement  substantially  in the form
attached hereto as Exhibit A (the "Note and Warrant Purchase Agreement"), for an
aggregate  purchase price of $2,000,000,  convertible  promissory  notes, in the
form  attached as Exhibit A to the Note  Purchase  Agreement,  in the  aggregate
principal amount of $2,000,000 (the "Notes");

     WHEREAS,   the  Notes  are  convertible  into  equity   securities  of  the
Corporation sold for cash in a subsequent round of financing  ("Subsequent Round
Securities"); and

     WHEREAS,  Sections  5.5.1 and  5.6.1 of the  Corporation's  certificate  of
incorporation  and  Section  5.1 of the  certificate  of  powers,  designations,
preferences  and rights of each of the Series C  Preferred  Stock,  the Series D
Preferred  Stock and the Series E Preferred Stock provide,  respectively,  that,
without  the  approval  of the  holders  of a  majority  of each of the Series A
Preferred Stock,  Series B Preferred Stock,  Series C Preferred Stock,  Series D
Preferred Stock and Series E Preferred Stock, each voting separately as a class,
the Corporation  shall not, among other things,  issue or sell securities of the
Corporation or incur indebtedness in excess of $1,000,000.





                                                             Page 43 of 44 Pages



NOW, THEREFORE, BE IT:

     RESOLVED, that (1) the issuance and sale to the Investors,  pursuant to the
Note Purchase  Agreement,  of the Notes,  (2) the issuance of  Subsequent  Round
Securities  upon the  conversion  of the Notes and (3) the issuance of shares of
Common  Stock or other  securities  of the Company  upon the  conversion  of any
Subsequent Round Securities are each hereby approved in all respects;  and it is
further

     RESOLVED,  that this  waiver and  consent  may be  executed  in one or more
counterparts,  each of which shall be deemed an original and all of which,  when
taken together, shall be deemed one and the same instrument.

















                  [Remainder of Page Intentionally Left Blank]




                                                             Page 44 of 44 Pages




     IN WITNESS WHEREOF,  the undersigned have caused this waiver and consent to
be executed as of this 16th day of July, 2003.

                                        QUANTUM INDUSTRIAL PARTNERS LDC



                                        By: /s/ John F. Brown
                                            ------------------
                                            Name:  John F. Brown
                                            Title: Attorney-in-Fact

                                        SFM DOMESTIC INVESTMENTS LLC


                                        By: /s/ John F. Brown
                                            ------------------
                                            Name:  John F. Brown
                                            Title: Attorney-in-Fact