Ron Dillehay of Munroe.

Jumping Jacks has introduced the Classmate Lace and Classmate Velcro athletic shoes for back-to-school 2010 based on its previously launched Scholar and Prodigy styles.

But rather than continue with the same pattern, the brand improved its design, according to Ron Dillehay, national sales manager of Munro & Company, which produces shoes for school uniform programs and other markets under the Jumping Jacks label. “We based the new styles on a good shoe, and made it even better,” he said. “In addition to cementing the bottom of the shoe to the top, we stitched it across the toe with channel stitching, which means we cut a little grove into the unit at the toe so that the stitching doesn’t touch any surface. That makes the shoes very, very durable. We also added small perforations across the front, making them very breathable.”

Both Classmate children’s styles are unisex and retail for $39.95. Adult versions are also available at a retail price of $43.95. The shoes start at a children’s size 8.5 and run up to a men’s size 12. They are available in black and white versions.

Dillehay described the Classmate collection’s design as appropriate for both genders. “These are classic styles that look athletic without being ‘too busy’, and look great on both girls and boys,” he said. “We have already noticed that they are being very well-received in the marketplace. We have also been able to lower the price from previous seasons.

Overall, Dillehay described the uniform market as highly successful for Munro & Company. “Our uniform division has been very strong, and it continues to be a growing part of our business,” he said. “We’re seeing increases throughout the west, south and northeast.”

For further information, contact Munro & Company by calling (800) 654-7046, or contact Ron Dillehay by e-mailing rdillehay@munroshoe.com.

— Amanda Torres

Titled “874 Versus” and boasting the tagline “Earn Them,” the campaign focuses around brand’s flagship product, the original 874 workpant. “874 Versus” has already debuted as a series of web films on 874.Dickies.com, with additional videos scheduled to roll out over the next two months. The campaign will include marketing through traditional, digital and social media channels, as well as experiential and public relations initiatives. Elements will launch at key times through the end of the year.

In addition to adult versions, the company now offers the 874 for boys in both washed and rigid versions as part of its school uniform collection. It also makes the ladies version of the product, the 774, in a washed treatment version for girls. The brand’s fall 2010 school wear additions are based on the 874 franchise.

Dickies reported that by collecting in-depth insights over the last two years, the company discovered that there is a strong consumer affinity for the brand and a collective desire to form a deeper relationship with it. This convinced company executives that it was time to focus on marketing communications.

According to the company, the campaign addresses brand’s heritage. “The Dickies brand is steeped in pride and authenticity; it’s real and no nonsense,” Tad Uchtman, senior vice president of marketing, merchandising and licensing for Dickies, said in a statement. “For nearly 90 years, we’ve been meeting demands of people who need a good, tough reliable pair of pants to get them through the day. Our consumers are extremely loyal because they know we’ll always be true to our roots […] We challenged Goodby, Silverstein & Partners to create a unique campaign that acknowledges the ethos of our brand and honors the diversity of our consumer base […] GSP has exceeded our expectations.”

“Dickies is a truly iconic American brand. We are thrilled to be working with them,” Rich Silverstein, co-chairman and creative director for Goodby, Silverstein & Partners, said in a statement. “Work wear is very trendy today, but Dickies has bee providing people with the toughest clothes for work for almost 90 years. Our challenge was to find the simplest and most honest way to tell that story.”

For further information, contact Dickies in Fort Worth, Tex. by calling (800) 336-7201.

Msgr. Jeremiah McCarthy

The National Catholic Education Association (NCEA) has hired Msgr. Jeremiah McCarthy as the executive director of its seminary department. McCarthy, who begins his position on September 1, will replace Brother Bernard F. Stratman, SM, who served as director of the department from 2002 through 2009, and has been part-time interim director for the last year.

McCarthy comes to NCEA from St. Patrick’s Seminary in Menlo Park, Calif., where he has taught for the past year. From 2002 through 2009, he was director of accreditation and institutional evaluation at the Association of Theological Schools in Pittsburgh. Previously, he worked at St. John’s Seminary in Camarillo, Calif. for 20 years in positions including professor of moral theology, academic dean, vice-rector and rector. He is a priest of the Tucson Diocese.

For further information, contact NCEA in Arlington, Va. by calling (800) 711-6232.

New in the back-to-school line are more gender-specific items for girls and boys, including feminine-fit tops and a collection of cardigans for both genders. The company has also added more slim, husky and plus size styles than in previous seasons. Little Girl sizes run from S through L, while Big Girl size run from S through XL. For boys, the company produces Big Kid regular sizes S through XL, and husky sizes M through XL, as well as Little Kid regular sizes. The collection, which encompasses uniforms and school-appropriate clothing, also includes styles for toddlers, high school students and adults, all designed to meet dress code requirements.

The company has expanded its phys-ed. collection to allow parents to shop for all their school and phy-ed. uniform needs in one place. Phys-ed. items can be personalized with a Preferred School’s embroidered or heat-transferred logos. LandsEnd.com includes Preferred Schools authorized colors, logo options and colors for school and phys-ed. attire.

Land’s End is an American lifestyle brand owned by Sears Holdings Corporation. For further information, call (800) 800-5800.

-Amanda Torres

Paramount Adds Fashion Brand
Paramount Apparel Ltd., a 50-year-old maker of children’s and ladies outerwear, introduced its new Triple Star girl’s and boy’s brand in stores for the Fall 2009 season, following a soft launch last year.
Michael Adler, president of sales for the kids company, reported that the line will be seen in Nordstrom’s, and the company is also targeting other upper-tier department stores including Bloomingdale’s, Lord & Taylor and Saks Fifth Avenue. The Triple Star brand, which Adler described as “prestigious,” will be available in Girl’s sizes 2T to 16, while Boy’s sizes will run from 2T to 20. The fall 2010 launch will include 20 boys and 20 girls styles.
According to Adler, the Triple Star jackets include fashion-forward designs, with dressier fabrics and edgier embellishments like ruffles and plaids. The Triple Star collection includes more fashion jackets, and is less active-inspired than the Big Chill label, which is Paramount’s core brand.
Included under Triple Star will be a collection of faux leather girl’s jackets in sizes 7 to 16.
“The faux leather jacket has the look and feel of real leather, and has a high integrity of quality and fashion using a technology process we call Antigue Rub-Out,” Adler stated. “Following the lead of our ladies division, this is a natural evolution, as we have never seen so many re-orders as we are getting in our junior division. The faux leather jackets will wholesale for approximately $18.00 and retail for $60.00.”
Through Big Chill, Paramount is focusing on plaids. The Systems jackets, include plaid liners in shades including soft pink and brown for girls, and black and royal blue for boys. According to Adler, using the plaids offers a more sophisticated look.
“One of the hottest items is our plaid, 4 in 1 Systems jackets, which are being received extremely well,” he said.
For further information, call 212) 736-0227, or e-mail Adler at MAdler@ParamountApparelLtd.com.                     — A.T.