SL: I want to ask about universality again - there is a direct pull away from being a “chap,” or a “dude,” or a “gent.” Khaki, if it is the fabric of everyday life, should fit for all these descriptors. Yet, there is a conscious pull away from terms that might have specific style connotations. Perhaps a subtle nod to the broad heritage of the khaki pant?

JS: It’s really about owning what it means to be a man. A grown up, someone that takes accountability, has integrity. Doesn’t act like a boy. All the most positive connotations of what it means to be a man.

SL: Finally, tell me about the chosen typeface. What makes it ideal for “Wear the Pants”?

JS: It’s really bold and confident. Not too delicate. It has a certain heft and masculinity that we like. This brand effort is really all about confidence. Inspiring it in men. And taking a confident point of view for the brand, one that is not derivative. One that allows us to take back leadership.