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LAND'S END ADDRESSES MENSWEAR JUNGLE: INTRODUCES NEW CATALOG TO CAPITALIZE ON INTERMEDIATE DRESS CODE

 DODGEVILLE, Wis., Nov. 19 ~PRNewswire~ -- Dressing for men used to be the easiest activity of the day. Navy blue suit, white button-down shirt and conservative tie -- the traditional, safe "herd" mentality of looking exactly like everyone else in the office.
 However, it's a jungle out there with today's menswear trends. From relaxed dress codes at the office to informal dress becoming acceptable at "formal" occasions to more men having to rely on themselves for their clothing purchases, these trends have left mend in a quandary. The rules on how to dress when and where are no longer black and white or gray.
 "These trends have created what we call an 'intermediate dress code'," says Joe Sirianni, vice president of menswear for Lands' End. "Now, a men can have a dimensional wardrobe appropriate and comfortable at various venues and occasions."
 Lands' End, the nation's leading mail order retailer of men's shirts and ties, has nailed these trends right on the button and beyond with a premier edition of a menswear catalog appropriately titled "Beyond Buttondowns" to help men dress for any occasion.
 "Beyond Buttondowns," is exclusively a menswear catalog that follows on the heels of four successful Lands' End shirt and tie catalogs called "Buttondowns and Beyond" over the past two years.
 "With 'Beyond Buttondowns,' Lands' End addresses the new intermediate dress code, but does so in a fashion that offers piece of mind to the man accustomed to dressing in a suit and tie," says Sirianni.
 Complementary Wardrobe
 "For example, all the menswear in the catalog uses the pinpoint oxford shirt as the foundation," says Sirianni. "All other apparel in the catalog from blazers to blazer shirts are designed around the finer points of the oxford shirt, so a man can assemble a complementary wardrobe.
 "In response to the intermediate dress trend, we've added new colors in our pinpoint oxfords ranging from cinnamon to charcoal to teal, checks and tartan plaids," says Sirianni. "We've also expanded our fabrics in twills, denim and chambray to offer a wider selection of colors from parchment to olive to indigo, so now a man can dress casually and stylishly for the weekend or 'after hours' social gatherings."
 The catalog also features Lands' End's first offerings of Harris Tweed sportcoats, a John Partridge raincoat and the company's broadest selection of dress and blazer shirts in a variety of fabrics, designs and colors.
 "These offerings define our 'casual, weekend' image for our menswear," says Sirianni. "Now sportcoats have a 'softer, relaxed' fit, our shirts are designed with a 'dress shirt make' and the Harris Tweeds represent a 'classic' look that can be worn from the boardroom to the bistro."
 Beyond Buttondowns is the company's first catalog designed in a magazine format -- Lands' End-attired men in "real action" scenes such as a man jamming a basketball at a playground court, listening to jazz at an "after hours" club and grabbing lunch at a corner hot dog stand.
 "This look is unique for the industry and should appeal to men seeking direction on where to wear certain clothes," says Sirianni.
 Lands' End also reaffirms its commitment to the most sizing options in menswear. There are 66 sizes in long-sleeved shirts -- 28 regular, 28 in trim and 10 tall. Jackets are available in 20 sizes -- nine regular, four short and seven long, and pants in 72 sizes -- 36 traditional fit and 36 relaxed fit.
 "Meeting today's dress codes can be intimidating for men. However, with Beyond Buttondowns, a man can order from page to page and confidently assemble an appropriate wardrobe that will allow him to meet today's intermediate dress code," says Sirianni.
 -0- 11~19~92
 ~CONTACT: Michele Casper of Lands' End, 608-935-4633, or Kevin Donnellon of Donnellon Public Relations, 312-533-1240, for Lands' End~


CO: Lands' End ST: Wisconsin IN: REA SU:

TM -- NYFNS2 -- 2641 11~19~92 07:31 EST
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Date:Nov 19, 1992
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