Duluth Trading Highlights New Functional Clothing Line for the Most Basic of Needs

Duluth Trading Co is launching a new lower-priced men’s basics line, '40 Grit', to better serve its growing customer base – the majority of whom have remained on the job and hard at work in recent months.

Duluth worked with its longtime AOR, Planet Propaganda, to brand and promote the line. Planet was responsible for naming, logo creation, branding and overall look-and-feel. The agency also created an integrated campaign with the tagline 'Simple. On Purpose.' Retail signage, social and online ads and catalog shots include humorously subtle and simple messaging to promote each product, like 'Cargo Pants. For Cargo.', 'Pants. For Legs.' and 'Clothes. For Wearing.'

Duluth will also run a series of brand videos introducing the new line to customers and product-focused videos driving home the 'built basic' yet quality aspects of '40 Grit'.

The line will be launching online, via catalog and in the 65 retail locations across the country currently open to the public. It’s intentionally simple, consisting of functional clothing for the most basic of workers’ needs, including cargo pants, tees, jeans, flannels and henleys.

“Duluth is constantly finding new ways to meet their customers’ needs, and launching this new line of utilitarian clothing is no different,” said Dana Lytle, partner / CEO / executive creative director, Planet Propaganda. “We feel really good about where our collaboration landed: a simple but iconic visual design and brand tone that complements the rest of Duluth’s portfolio, while underscoring 40 Grit’s appealingly straightforward product offerings."