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'Dirty Jobs' host launches lifestyle brand


Discovery Communications and Mike Rowe, host of one of Discovery Channel's top-rated series, Dirty Jobs, have partnered to create a DirtyJobs/MikeroweWorks co-brand designed to deliver the right tools for every job.

Discovery and Mike Rowe will initially focus on product categories including work wear, footwear, accessories, tools, safety gear and cleaning products designed for on-the-job and outdoor use. Additionally, interactive games and publishing based on content and themes from the program will also be a focus for the new brand.

“I’ve destroyed more work gear in the last five years than most people buy in a lifetime, said Mike Rowe. “Now, after 220 dirty jobs, I’ve finally decided to stop buying the same old crap, and start using better stuff. As it turns out, "better stuff" was easier to make than find. So I talked to my pals at Discovery and we agreed to roll out a practical line of useful and affordable gear that won’t fall apart when the going gets tough.”

The Joester Loria Group, Discovery Channel’s licensing agent, has been retained to represent and the co-brand. Discovery Channel, Mike Rowe and The Joester Loria Group will look to build the co-brand across a wide retail spectrum. This will range from the mass market and outdoor/sporting goods landscape to home improvement, mid-tier department stores and home shopping channels.

In support of the co-brand, both Discovery Channel and Mike Rowe will collaborate on a comprehensive, multifaceted marketing campaign that will span on-air, online, and offline support.

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