T-max conquers Canada's cold!



    Mark's Work Wearhouse puts its winter insulation to the test

    CALGARY, Nov. 28 /CNW/ - It may be hard to believe, but winter-like
weather has finally arrived. And, for the bulk of Canadians who have left
their winter outerwear purchases to the very last minute, Canada's
cold-weather solution has arrived with the launch of T-max(TM) from Mark's
Work Wearhouse.
    Mark's recently polled visitors to its website marks.com to ask them
about their coldest thoughts. When asked where they could experience the
country's coldest average annual temperature, Canadians were hot with their
answers: 59 per cent were accurate in saying that Eureka, Nunavut held the
title.(i)

    Eureka, it's cold!
    ------------------
    So, to truly put new T-max(TM) thermal insulation to the test and conquer
the coldest corner of Canada, Mark's took T-max(TM) (featured in Ladies and
Men's outerwear, footwear and accessories) to Nunavut last month. As the
region in Canada which boasts the greatest number of days with an occurrence
of wind chill less than -30 degrees Celsius (a whopping average of 161.33 days
a year, doubling the national average of 81.29 days!) according to Environment
Canada's website (www.on.ec.gc.ca), Mark's believed it was only fitting to
take T-max(TM) to the Great White North.
    "Our belief is that if T-max(TM) is warm enough to battle Nunavut's harsh
climate, then our wide range of cold weather clothing is ideal for the rest of
the country, whether you're walking the dog in Vancouver or shovelling snow in
Toronto," says Iain Summers, GMM, Product Innovator, Mark's Work Wearhouse.
    A true technological textile breakthrough, T-max(TM) - a brand new
thermal insulation designed to withstand even the most extreme weather - meets
the needs of Canadians seeking warmth and outperforms the other insulation
brands on the market.(ii)
    T-max(TM) technology is a high-tech insulation designed to provide
superior warmth without bulk, using lightweight and breathable materials. Made
with specialized hollow yarn, the diameter of each strand is much smaller than
regular yarn, creating breathability and helping to regulate the body's
temperature by moving moisture away.

    Take it to the T-max!
    ---------------------
    These days it's not unusual for Canadians to be exposed to all different
types of weather, which can often change on a daily basis: Conditions range
from those who have only ever been exposed to 0 degree C winter weather
(2 per cent of survey respondents) all the way to extremes of -50 degrees C
conditions (32 per cent). A little over half (57 per cent) of Canadians
surveyed have been exposed to relatively cold winter conditions of
temperatures of -25 degrees C. This wide variety of temperatures from
coast-to-coast further enhances Mark's rationale for developing T-max(TM)
outerwear for every type of winter experience.
    T-max(TM) thermal insulation starts at 60 grams and goes up to 100 grams
in leather or lighter sporting jackets, 200 grams in a compressed version for
footwear, right up to 350 grams in men's parkas. The 350 gram Parka is the
warmest offering from Mark's and currently the highest concentration
insulation on the market (see putting T-max(TM) to the test) while the Men's
and Ladies Waterproof 3-in-1 Jackets with T-max(TM) insulated liner feature
the most styles, assortments and Clothes That Work attributes all in one
great-looking piece of outerwear!

    T-max means maximum warmth
    --------------------------
    Here are Mark's top picks for the c-c-c-cold days ahead:

    For Her:
    --------
    WindRiver Street Stadium Jackets with T-max(TM). Water-resistant with
fleece-lined collar, chin guard and pockets for extra warmth. Removable hood
offers versatility while knee-length coverage provides added protection.
250 grams T-max(TM) insulation. $139.99

    WindRiver Street Style Vests with T-max(TM) are lightweight,
water-resistant with a soft fleece-lined collar, chin guard and pockets. 250
grams T-max(TM) insulation. $69.99

    Women's WindRiver T-max(TM) Insulated Boots. Various styles feature
200 grams T-max(TM) insulation, as well as a three-layer cold barrier system
with a silver reflective layer to radiate heat back to the feet. $79.99 -
$99.99

    For him:
    --------
    Denver Hayes Mid-length Leather Jackets feature soft, premium lambskin
leather with T-max(TM) insulated quilting for warmth and comfort. 100 grams
T- max(TM) insulation. $299.99

    WindRiver Men's Waterproof 3-in-1 Jackets with T-max(TM) Insulated Liner.
Wear the Hyper-Dri outershell for protection in rain, snow, sleet and wind.
Wear the T-max(TM) insulated liner as a lightweight jacket, or wear both
layers together for maximum weather protection. 170 grams T-max(TM)
insulation. $199.99 (oversizes extra)

    WindRiver Men's T-Max(TM) Parka. Hyper-Dri for superior waterproof
breathability. Longer length for added warmth, with drawcord waist. Multiple
pockets and hand warmer pockets. T-max(TM) insulation 350 grams (highest on
market). $219.99

    WindRiver T-max(TM) Insulated Hiker Pants. Cotton/nylon pants with secure
side zip pockets and waist tabs for an adjustable fit. Soft jersey lining to
the knee for warmth with quick-drying mesh to the ankle. 60 grams T-max(TM)
insulation $59.99

    Men's WindRiver Tristar "Grizzly" Boots. Moisture-wicking solar fleece
lining with T-max(TM) insulation. Features a compression moulded EVA midsole
with a high traction rubber outsole pattern for excellent grip and
flexibility. 200 grams T-max(TM) insulation $99.99 (T-max(TM) insulation also
available in hikers, sport, snow and Dakota work boots)

    Also available: T-max(TM) insulation is featured in a wide assortment of
Men's and Ladies gloves and mitts as well as a vast range of outerwear and
Dakota work boots for the industrial sector. T-max(TM) insulation can be found
throughout the entire store, in Ladies, Men's and Work Wear styles.

    About Mark's Work Wearhouse

    Mark's Work Wearhouse is part of the Canadian Tire family and operates
356 stores across Canada, including 43 L'Equipeur stores in Québec. It is
known as the "Clothes that Work" company with a niche in well-priced, good
quality, innovative garments that provide a high level of functionality to
make everyday living easier and more comfortable.
    Founded in 1977, the company stocks a large supply of its popular private
label brands including Denver Hayes, WindRiver and Dakota. It offers an
extensive collection of business casual, weekend, work wear and accessories
for men and women between the ages of 25 and 60. Visit marks.com for the store
nearest you or call 1-866-807-1903.

    
    ------------------------------
    (i)    Survey conducted online at marks.com between September 27th and
           October 12, 2007, sample size 1,055 respondents.

    (ii)   Putting T-max to the test
           -------------------------
           T-max underwent rigorous lab testing using a clo(1) value to
           measure performance.

           During testing on the performance of 100 grams of insulation,
           T-max received a clo value of 3.2, while other competitive brands
           received 2.67 and 2.51.

    (1)    Research on clothing insulation originally conducted for military
           purposes. Clo: the amount of insulation, which will maintain
           normal skin temperature of the human body when head production is
           5-kilogram-calories per metre squared per hour, air temperature is
           70 degrees F (21 degrees C) and the air is still.
    

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/





For further information:

For further information: or JPEGs of T-max outerwear, footwear and
accessories for men and ladies, please call elevator communications inc.: Lori
Cooper, lori@elevatorinc.com, (416) 363-6444 x221; Melanie Rego,
melanie@elevatorinc.com, (416) 363-6444 x222

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