Mike Rowe Takes Dirty to a New Level: Saving Men From $250 Embellished Jeans

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Aug 16, 2010, 04:42 ET

MERRIAM, Kan., Aug. 16 /PRNewswire/ -- Mike Rowe has teamed up with Lee Jeans to share his common-sense philosophy on denim – a straight-forward approach that mirrors the 120-year-old brand known for its authentic quality. Rowe, creator and star of the Discovery Channel's "Dirty Jobs," is not shy about what he looks for in a pair of blue jeans. "It's pretty simple," said Rowe. "They should last. They should fit. They should fade. They should never cost more than fifty bucks. And they should be blue."

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Rowe's attitude about shopping for jeans will be central to the campaign. "Frankly, I've never understood the whole notion of jamming yourself into a dressing room with an armful of new styles to find the 'perfect look,'" said Rowe. "And from what I've seen, I'm not alone. The guys I know aren't going to spend a hundred dollars on a pair of pants with rhinestones and fake stains and zippers to nowhere. And don't even get me started on jeans with rips and holes already in them. Madness."

The partnership and new ad campaign will include Mike sharing his perspective on jeans shopping and being featured in Lee's new Premium Select, which retail for $42 at Lee.com, Kohl's, JCPenney and Sears. Ads featuring Mike in the jeans will debut in print, broadcast and online on Aug. 16. Additionally, Mike and Lee will be launching a new website, shopphobia.com, where Mike says enough is enough – he has Shop Phobia and isn't going to take it anymore.

"We don't view our partnership with Mike as your typical spokesperson scenario," said Liz Cahill, vice president of marketing and communications at Lee Jeans. "It is a collaborative relationship in the truest sense, and we are excited to see how it will evolve."

Before the partnership began, Cahill discovered that Mike shared many of the same philosophies and values as the Lee brand through Mike's website mikeroweWORKS.com, making it clear that Mike was the perfect partner. Lee believed in Mike's cause so much that it was one of the first organizations to make a donation to the mikeroweWORKS foundation, which promotes the skilled trades in communities around the country.

"We were very intrigued by Mike, specifically his honesty, fun nature and appreciation for hard work," said Cahill. "The values he possesses are not unlike the values of the Lee brand, and we were interested in beginning a partnership with him that would communicate our mutual respect."

About mikeroweWORKS

mikeroweWORKS is Mike Rowe's "PR campaign for hard work and skilled labor". Its purpose is to call attention to the growing skills gap in the trades while providing a comprehensive resource for anyone looking to investigate a career in those vocations, as well as focus the country on the very real issues facing our trade workers and farmers. In addition to the trade resource center, Mike has established the mikeroweWORKS Foundation to help fund scholarship programs and other initiatives that reinvigorate Trade School enrollments and industrial arts programs around the country. www.mikeroweWORKS.com.

About Lee Premium Select

Lee is introducing the new Premium Select collection. This newest fit is designed with more comfort and room to move but does not sacrifice style. By using new ringspun denim, Lee has achieved a lighter weight product than traditional denim that is softer and stronger. Additionally, front pockets are deep and easy to get in and out of, and back pockets feature a V-shape to achieve additional comfort. With multiple washes within the new collection, finding a pair for relaxing or going out is made easy.

Lee® Jeans is a division of VF Corporation. (NYSE: VFC). Headquartered in Merriam, Kan., Lee manufactures and markets brand denim, casual pants, shirts, fleece and knit apparel.

About VF

VF Corporation is a global leader in branded lifestyle apparel with more than 30 brands, including Wrangler®, The North Face®, Lee®, Vans®, Nautica®, 7 For All Mankind®, Eagle Creek®, Eastpak®, Ella Moss®, JanSport®, lucy®, John Varvatos®, Kipling®, Majestic®, Napapijri®, Red Kap®, Reef®, Riders® and Splendid®. VF Corporation's press releases, annual report and other information can be accessed through the Company's home page, www.vfc.com.