“We are excited to bring our apparel and our piece of the outdoor ethos to an even larger audience,” Said Ross Saldarini, president of Mountain Khakis. “The folks at The Variable understand that there is something special about the combination of quality product, a brand that evokes a simpler lifestyle and time, and the passionate group of dealers and individuals that have built Mountain Khakis.”
A new campaign, breaking in October will run in print and online editions of The Wall Street Journal, Men’s Journal online, Men’s Health, Outside, Overland Journal, Big Sky Journal, Outside Bozeman, Western Arts & Architecture, Tahoe Quarterly, Adventures Northwest and Avalaunch.
The campaign tagline encourages people to “Rise Above It” by taking the feeling of the mountains and bringing it down to the masses. As the brand reaches out to an international audience, the “Rise Above It” message will encourage people to express a carefree spirit, even when they can’t be outdoors.
“When you put on Mountain Khakis, it’s like you are putting on a badge that says, ‘I have this corporate job but I still have my outdoor life and outdoor values,’” Said Joe Parrish, Chief Creative Officer at The Variable.