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."
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."
Watch more videos here: http://www.youtube.com/user/LeeJeansCompany
Chief Creative Officer:John Staffen
Broadcast Producer:Pete Scudese
Creative Director:Ken Ferris
Art Director:Ken Ferris
Creative Associate:Matt Guerra
Print Producer:Raquel Duarte
Production:Supply & Demand
Director Of Photography:Bob Gantz
Producer:Henri Dragonas, Lauren Cancelosi, Ross Hopman
Photographer:Philipp Von Heffen
Web videos:Dennis Nadalin