Marketing usually dresses up. Ours shows up in workwear, because the stories it tells are work stories.
Every house on this street runs on the same chain: something comes in the door, it gets sorted, placed, checked at the gate, and packaged to go out. That chain is the business — and it's also a story with a beginning, a middle, and a receipt at the end. Good Ol' Dad's line exists to tell it the way it happens, with the crew who actually do each part.
Denim is the honest fabric for that. It scuffs. It wears in, not out. It doesn't pretend the work is cleaner than it is. The crew's presentation is being firmed up right now — stronger ink, grounded posture, expressions that fit the situation instead of a permanent smile — but the workwear stays.
When the first issue is ready, it will be announced here and in the catalog. Until then, the department is at work.