By: Liz Farmer

Bethesda-based Discovery Channel’s Mike Rowe is a man after my own heart. Here’s why:

“Frankly, I’ve never understood the whole notion of jamming yourself into a dressing room with an armful of new styles to find the ‘perfect look,’” said Rowe. “And from what I’ve seen, I’m not alone. The guys I know aren’t going to spend a hundred dollars on a pair of pants with rhinestones and fake stains and zippers to nowhere. And don’t even get me started on jeans with rips and holes already in them. Madness.”

Actually, he’s a man after my archaeologist husband’s heart … I think I’ve literally heard him say the same thing.

Rowe’s quote is from a news release I received today titled “Saving Men From $250 Embellished Jeans.” It’s announcing Lee Jeans’ new advertising campaign featuring the star of Dirty Jobs, a show in which durable jeans are a must-have. Rowe’s idea of the perfect pair of jeans is simple:

“They should last. They should fit. They should fade. They should never cost more than fifty bucks. And they should be blue.”

Rowe is your typical “man’s man” (although I can think of some women, myself included, who also subscribe to the simple shopping school of thought.) Rowe is no frills, straightforward and he abides by the policy that clothes should be durable and worn literally into the ground before they are chucked.

The tactic Lee Jeans is taking is unusual but it’s a smart diversion from other clothing companies that urge you to fill up your closets each season with the latest styles for fear of mass ridicule. The partnership and new ad campaign will include Rowe sharing his perspective on jeans shopping and will feature him in Lee’s new Premium Select, which retail for $42 at Lee.com, Kohl’s, JCPenney and Sears. Ads debut in print, broadcast and online today.

And just to stick it to the fashionistas, Rowe and Lee will be launching a new website, shopphobia.com, where Rowe says “enough is enough – he has Shop Phobia and isn’t going to take it anymore,” the release says.

As much as I love this idea, the business reporter in me is wondering — if Lee Jeans are as durable as they say, how do you get people to come back each season and buy more? Even if you’re appealing to people who have dirty jobs, my husband’s field jeans last him more than one season before he’s forced to buy another pair. Where’s the impetus to keep your customers coming back on a regular basis?