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Haggar Apparel Co., Dallas, last week unzipped a humorous $35 million TV and print campaign repositioning the company as a full-line alternative to the Gap and Levi Strauss & Co.'s Dockers.

The campaign, tagged "stuff you can wear" from Goodby, Silverstein & Partners, San Francisco, moves the brand away from its '70s polyester image by focusing on its 100% natural, comfortable fabrics that include new wrinkle-free jeans. The first spot shows a regular guy musing that he has no time to worry about clothes while he brings in the Sunday paper before winding up in the bathroom, where he's "got a lot of important guy things to do."

Spots will run in football programming. Print includes a six-page humorous catalog in People and spreads in Esquire, Ebony, GQ, Sports Illustrated and Cosmopolitan.

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