News Release

06/08/2007
Smells Like Yukon to honour Canada’s Seven Wonders with new clothing line

WHITEHORSE (SLYwire) Despite a failed bid to have the Haines Junction Muffin declared one of CBC’s Seven Wonders of Canada, Smells Like Yukon has announced plans to celebrate the winners with a new line of Seven Wonders-themed undergarments for men, women and children.

Wunderwear will soon be available in finer Canadian-owned retail chains from coast to coast to coast, which means distribution will probably be limited to La Senza, Northern Stores, Canadian Tire and Future Shop.

Like many Canadians with nothing better to worry about, Smells Like Yukon isn’t entirely pleased with the final selections of the judging panel.

“We were disappointed that Yukon’s Mount Logan didn’t make the initial short-list of 50,” says Smells Like Yukon product manager J.D. Sparkles. “Not only is it the highest mountain in Canada, it’s the largest mountain massif in the world, surrounded by the largest non-polar icefield. We had some big ass plans for a panty, but the judges toasted that idea. For sure, not having a Yukon product is going to set us back in the local market.”

Smells Like Yukon also had high hopes for some of the short-listed candidates that didn’t make the final cut.

“The development of our men’s Wunderwear took a hit when the Sleeping Giant and CN Tower were eliminated,” Sparkles explains. “We we’re thinking ‘very exclusive.’ You know, you’d have to meet certain minimum requirements in order to purchase it. We were also planning a special Stanley Cup for the athletic male.”

Nevertheless, Smells Like Yukon is very excited about the fashion possibilities for several of the judges’ seven choices.

“We expect our canoe thong will be very popular with the young ladies,” Sparkles says. “We’ll have a men’s version of that one, too. Wood, of course. And for seniors, we’ll have crocheted bloomers in the image of Old Quebec City.”

The new adult apparel line will hopefully launch with a massive promotional campaign featuring prominent CBC personalities as models for TV commercials, magazine ads, billboards, and fashion shows. Currently, Smells Like Yukon co-creators Mark Koepke and Jesse Devost are working their extensive CBC contacts to make this happen.

“They’re shaking Brent Bambury down for phone numbers and hope to begin negotiations with several celebrity models in the near future,” Sparkles says. “Naturally, we’re super-keen for The National’s Peter Mansbridge, Sounds Like Canada’s Shelagh Rogers, and that Mack Kelly guy to lend their star power to our gonch launch. Others on our target list include Rex Murphy, Ron McLean, David Suzuki, as well as those chicks from Marketplace.”

According to Sparkles, there’s a big incentive for high-profile CBC talent to get on board sooner rather than later.

“The first lady to sign with us will find herself easing into an igloo patterned strapless push-up bra with an ultra-thin, state-of-the-art heating and cooling system for all Canadian seasons,” Sparkles says. “The first dude will get to model our Niagara Falls briefs, which we expect to be one of our most popular items. We think our ‘Balls to the Falls’ advertising theme-line is really going to resonate with the Canadian male.”

In the event that the marketing success for Wunderwear actually boils down to CBC Yukon’s Roch Shannon Fraser, a bottle of lemon gin, and a photographer who’ll work on the cheap, Sparkles is still hopeful.

“Imagining Roch in our Wunderwear doesn’t give us goosebumps the way, say, Jian Ghomeshi does, but we believe he could pull it off—though, you know, not literally… we hope.”

A line of Wunderoos for children will be developed at a later date.

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For more information, contact:

Media & Public Relations Officer
Smells Like Yukon
Whitehorse, Yukon