'Dirty Jobs' spawns apparel, tools

Discovery and Mike Rowe launch co-brand

NEW YORK -- Discovery Channel and "Dirty Jobs" host Mike Rowe have teamed up to create the DirtyJobs/MikeroweWorks brand that will start offering merchandise for everyday working people.

It is the latest move into the merchandising space by Discovery parent Discovery Communications.

The partners said they would initially focus on product categories, such as work wear, footwear, accessories, tools, safety gear and cleaning products for on-the-job and outdoor use. Interactive games and publishing products based on content and themes from the program will also be available.

"I've destroyed more work gear in the last five years than most people buy in a lifetime," said Rowe. "Now, after 220 dirty jobs, I've finally decided to stop buying the same old crap, and start using better stuff."

Added Elizabeth Bakacs, licensing vp at Discovery Communications, "The co-brand is a natural extension of the series and its unique relationship with the workers everywhere that need the right tools to get the job done."

The Joester Loria Group, Discover's licensing agent, will represent mikeroweworks.com and the new co-brand.