Mcgarrah Does Fashion Fixes For Savane

McGarrah/Jessee this week launches a national print campaign to introduce new styles of pants from Savane Apparel in El Paso, Texas.
Billings for the campaign were undisclosed but are expected to surpass $2 million, sources said.
The Austin, Texas, agency founded by former GSD&M alums Mark McGarrah and Bryan Jessee last year parlayed project work for Savane into a broader branding role with the client.
“Our relationship with McGarrah/Jessee began on a project basis. Then six months ago we approached them about coming on full time to help reinvent our brand’s image,” said Savane president Mike Mitchell. The result is a print series beginning this week in Sports Illustrated and Men’s Health.
The ads profile fictional fashion-deficient men transformed by Savane’s Comfort Stretch and Deep-Dye pants. One execution notes: “This is Evan. We caught him walking into an outlet mall wearing ripped jeans and a polo shirt . . . We lectured him, burned his clothes and set him up with a stylish shirt and Comfort Stretch 100% cotton pants from Savane. He was recently offered a seven-figure deal for the movie rights to his life story.”
Jessee said the ads aim to reach men with “the most basic knowledge of fashion” and show how Savane can transform their look. Each before-and-after ad plugs a different style of pants. Print work will continue throughout the year in additional periodicals, including The New York Times Magazine.