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Nordstrom Launches First Work from Mekanism

April 9, 2013

There's no reason not to wear a swank blazer and dress shoes while sawing through a felled tree, according to a new ad from Nordstrom.

Stop and think, and you might come up with a couple. But that's not really the point: The sight gag of a dandy milling lumber while dressed in garden party attire is meant to suggest the idea that an outfit can make you feel ready for the day, according to the brand. It's "that feeling you get when you walk out the door and know you're going to put your best foot forward," said Michael Crotty, Nordstrom's vp of marketing.

Hyperbolic as it is, that sense of sartorial empowerment is summed up in the commercial's tag

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