Thrifty’s Jeanswear and Vaughn Whelan & Partners Advertising are going their separate ways as of Aug. 15, when the retail chain’s three-year contract with the agency expires.

Mark Hindman, vice-president of advertising and marketing for the Dylex unit, says the company was looking for a hipper, edgier feel to its communications.

Among other ad creative, Vaughn Whelan & Partners was responsible for ‘Butt Story’, a continuing series of long-copy ads that emphasized the superior fit of the chain’s Bluenotes jeanswear.

Hindman says Thrifty’s is now working on a project basis with Toronto-based TAXI Advertising & Design in preparation for the crucial back-to-school period, after which Hindman says the relationship will be reassessed and likely made permanent.