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Duluth Trading Company: Goes to great lengths during National Plumber’s Month to end plumber’s butt; salutes plumbers for making its “Longtail T” a top seller

Irreverent Brand Hits the Streets to Offer Exposure Checks and Eliminate Breaches of Modesty

BELLEVILLE, Wis. (March 31, 2010) – Because a standard tee just isn’t enough when it comes to protecting you from Plumber’s Butt, Duluth Trading Company is celebrating the success of its Longtail T, fittingly, during National Plumber’s Month (April). Developed in 2002, The Longtail T , the shirt that’s three inches longer to stay tucked in when you bend over, is on pace to sell its one millionth tee this month thanks to professional plumbers who recognized there’s gotta be a better way.

From hitting the streets with the first-ever “Exposure Meter,” a Duluth Trading apparatus designed to check for plumber’s butt on average guys, to a special “free T” offer for plumbers, Duluth Trading is saluting plumbers throughout April. On National Plumber’s Day, April 25, Duluth Trading invites plumbers to visit www.duluthtrading.com/plumbers to enter to win one of up to 350 limited edition commemorative Plumber’s Day Longtail Ts. Entrants will provide some fun-loving proof-of-plumbership to be selected to receive the free T-shirt with free shipping.

For the rest of us who want to restore dignity across America, Duluth Trading will offer all Longtail Ts at special celebratory National Plumber’s Month pricing until April 28, two for $13.00 each (regularly $14.50 each) at www.duluthtrading.com.

“The Longtail T isn’t just for plumbers, but it wouldn’t exist without them,” says Suz Harms, director of marketing for Duluth Trading Company. “That’s why we’re setting out to help fix plumber’s butt. It’s a universal problem, and we’ve got the solution.”

Official Exposure Meter Unveiled

On April 16, the Duluth Trading staff will hit the streets of Chicago during the Kitchen & Bath Industry Show (KBIS) to offer complimentary exposure checks to average folks using the official Duluth Trading “Exposure Meter.” Willing participants will be asked to bend over to measure their risk of overexposure based on when their shirt un-tucks. And, to protect them from a breach of modesty in the future, Duluth Trading will give each participant a free screen-printed commemorative Plumber’s Day Longtail T.

Hug a Plumber, or better yet, give him a Longtail T

The Longtail T, made from a beefy 5.9-oz 100 percent cotton knit which is thicker than the average t-shirt, boasts a printed label that will not scratch, reinforced seams and reinforced side vents. The Longtail T comes in 18 varieties including short-sleeve, long-sleeve and sleeveless, pocket and no pocket, henleys in short short-sleeve and long-sleeve, trim fit, 100 percent polyester Performance and more.

Laughing “with” plumbers, not “at” plumbers What do you do when your job – important though it is – makes people snicker? You go with it. In addition to featuring a partial, yet irreverent, mostly true historical plumbing timeline, Duluth Trading also highlights plumbing jokes, plumbing business slogans from a across the country and more at www.duluthtrading.com/plumbers. Laugh-inducing plumbing business slogans include:

“Got a leak? I'll take a peek”

“We repair what your husband fixed”

“Where a flush beats a full house”

“Professional, affordable - and we always leave the seat down!"”

“#1 in the #2 business”

Duluth Trading also recently created a few knee-slapping ads to support its Longtail T: How to Fix Plumber’s Butt: Designed for TV and online use, this ad outlines the four steps to stopping plumber’s butt.

1. Identify the problem

2. Carefully remove shirt

3. Put on a Duluth Longtail T

4. Double check your work

The Invention of the Longtail T: Developed for radio, the Duluth Trading product team humorously brainstorms a way to solve the problem of plumber’s butt.

For more lore, humor, events and Longtail T specials, go to www.duluthtrading.com/plumbers.

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