April 05, 2005 09:48 ET

Flex It Baby!

Construction site workers give their old boots the boot with the introduction of Dakota Work Boots with Armour-Flex Safety Features Attention: Assignment Editor, Lifestyle Editor, Photo Editor TORONTO, ONTARIO--(CCNMatthews - April 5, 2005) - Construction workers across the country are giving their old boots the boot today with the launch of Mark's Work Wearhouse's Dakota Work Boots with Armour-Flex safety features.

Mark's, Canada's leading supplier of safety footwear, provides a lightweight, flexible alternative to heavy, steel-toed boots, as Dakota Armour-Flex Work Boots represent a major breakthrough in safety footwear. They are made with less metal and meet the same CSA International certification requirements as a traditional work boot, plus extra comfort factors. In particular, they are equipped with a flexible plate that allows greater flexibility for the Tarantula Rubber outsole, reflecting a new generation of work boots for over-worked feet.

To celebrate, Mark's is kicking it up in Toronto this lunch hour in a specialized Mark's-branded Armour Flex lunch truck, making stops at key construction sites in downtown Toronto. Workers will be flexing it as they compete in a limbo competition and enjoy a free lunch and special giveaways from Mark's - all with the intention to get these hard-working individuals to put their feet up for a few minutes before they hit the ground running for the afternoon shift.


Customer Satisfaction Guaranteed To Boot!
Dakota Armour-Flex Work Boots are made with layer-upon-layer of top-notch materials, providing the highest standard of safety in footwear. The outer sole features Mark's own Tarantula Rubber, designed for high-performance slip resistance and an overall better grip. It is CSA-certified for electric shock-resistant protection.

The boots' EVA midsole is ultra light-weight and often used in athletic footwear. It offers superior cushioning for shock absorption and extra comfort. The new Armour-Flex plate lies in-between the midsole and the insole. It is made with a blend of proprietary materials, originally developed in Italy.

The exterior of the boot has a full-grain, water-resistant, breathable, leather upper, also featuring Mark's exclusive high abrasion-resistant "Duratoe by Dakota" for additional toe protection. The boot also features a composite toecap which replaces steel and keeps the foot warmer in the winter, while providing the same level of CSA-approved protection. The boot is assembled with a welt construction stitching process, so it gradually moulds to the shape of the foot.

Dakota Armour-Flex Work Boots are available in a 6-inch height for CAD $149 or an 8-inch height for CAD $159. The boots are available in full and half sizes 7-11, and in full sizes only from 12-17.

The boots are available exclusively at Mark's Work Wearhouse stores across the country. Mark's Work Wearhouse prides itself as a company that sells 'Clothes that Work' and backs this claim with a 100% satisfaction guarantee.

About Mark's Work Wearhouse
Mark's Work Wearhouse is part of the Canadian Tire family and operates 327 stores across Canada, including 44 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 Dakota, Denver Hayes and WindRiver. It offers an extensive collection of business casual, weekend, work wear and accessories for men and women between the ages of 25 and 60.

For product samples, interview requests or additional information please contact:
Melanie Rego/Lori Cooper,
elevator communications Inc.
T: 416.363.6444 x222/221


Contact Information

  • Melanie Rego, Partner, Elevator Communications Inc.
    Primary Phone: 416-363-6444 ext. 222
    Secondary Phone: 416-363-6444 ext. 221