Life Khaki:
Cut From a Different Cloth
Client
LK Life Khaki
Capability
Brand, Environments, Naming/Identity, Print/Marketing
Category
Fashion, Retail
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"With the LK Life Khaki line, we set out with the intent of reaching a younger consumer by way of new products that fit his lifestyle with the added benefit of being eco-friendly," said Michael Stitt, CEO of Haggar. "Not only did we get his attention, but also a larger share of his closet, which is reflective of the significant growth trend that we are experiencing within this brand."

Wear What Matters

Originally launched in 2009 by Haggar, LK Life Khaki was one of the first sustainable lines of casual clothing to contain an innovative fiber made from reclaimed water bottles. While retailers and consumers were interested, sales were lagging. To capture hearts and minds, Thorburn redefined sustainability as a shared attitude, not just a product attribute, and made LK Life Khaki synonymous with doing the right thing while looking good. Designed to change the way men buy khakis, LK Life Khakis can take them from work to a barbeque, a wedding or even a job interview. And they can feel good knowing they’re making a difference, even in a small way, every day.

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