Jeans brand comes out from the cold

Jeans brand AMCO is relying on its past to help it get ahead in the future.
More than 30 years after making its Australian debut with the memorable jingle "Every AMCO tells a story", the Boydex International-owned brand has re-emerged with an extended range, a distinctive logo and a quirky new catch-cry.
The new range includes a super low straight leg, super low bootleg and super low slouch fit styles.
Priced at $49.95 the new range will be stocked at Kmart stores nationally.
The move is part of an aggressive marketing strategy aimed at repositioning the brand alongside high-profile category contenders Levis, Lee and Mavi.
Boydex International marketing manager David Kahanoff said AMCO designers had worked hard at fashioning the new range on modern styling while attempting to retain a style that suited the "authentic Aussie male".
"The 1970's AMCO jeans were heavy, pintucked, high-waisted, slim and flared. They were not built for comfort, with side pockets and pleats that bulged because the denim was worn so tight. The new AMCOs are low rise with easy breathing denim for hot summer wear. . . they are slim though the seat but comfortable."
An updated logo, in the form of a stylish "A" on the back right belt line has also been incorporated into the new offering, Kahanoff said.
As part of the jeans relaunch, the brand has teamed with advertising agency Hurricaine and PR agency Porter Novelli Melbourne to create a marketing campaign using the tagline "Where have your jeans been?"
As a nod to its former sporting heritage via such avenues as rugby league's The AMCO Cup, the brand has engaged Western Bulldogs players Daniel Giansiracusa and Jordon McMahon and Jamie Soward and Stuart Webb from the Sydney Roosters as the "faces" of the campaign. The campaign launches this month.