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John Deere Launching Clothing Line

  • Brandweek, Thursday, February 7, 2008 11:30 AM
John Deere will announce at the Magic fashion show in Las Vegas this week that it is getting into the jeans game, with denim trousers made especially for people who work the land. The clothing line will also include jackets and shirts.

The apparel line is the first produced by John Deere, which until now was best known in style circles for its green caps donned by farmers and celebrities alike. "In the past, we treated merchandise as more of a promotional giveaway," says Molly Reddish, category manager for John Deere brand licensing.

John Deere joins blue-collar brands like Harley-Davidson, Mack and Caterpillar in parlaying their reputation into licensing ventures that include clothing. The clothes will be sold at John Deere stores and farming-oriented establishments in rural areas beginning in the fall. Marketing will stress durability and comfort.

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