Mark’s is trumpeting casual wear, claiming your most interesting clothes aren’t in your closet, but are being used for everyday activities.

The “Made to Be Lived In” campaign uses a series of jaunty videos to contrast the more formal or aspirational pieces that end up hanging in the closet and the comfortable everyday staples that people reach for routinely.

Mark’s vice-president of strategic marketing Sean Goodwin says the brand’s clothing and footwear items aren’t made to be folded up or forgotten in the closet, but like the campaign says, are meant to be lived in.

“We know this is something that’s important and relatable to our customers and Canadians alike,” Goodwin says, telling strategy “All Things Simple” is the three words the Mark’s brand stands for, and that the brand seeks to understand where Canadians are in their lives and what they need.

“Made To Be Lived In” is not about heroing any particular item, Goodwin stresses, bur rather, daily wardrobe-spanning go-tos.

Content is meant to position Mark’s as a destination for casual clothing, footwear and accessories for Canadians from coast-to-coast-to-coast, including the Quebec market where the Canadian Tire-owned retailer operates as L’Équipeur.

In 2023, Goodwin says it was “very intentional in creating a distinct approach in the Quebec market.” He says L’Équipeur and the Mark’s brand are at different stages in their journey but that the Quebec brand has a lot of promise.

Goodwin adds that last year, L’Équipeur started to really lean on its position as Quebec’s functional-based retailer, which is reflected in the messaging.

“Because at every point in our life, you develop a functional side, or as we like to put it, a L’Équipeur side,” Goodwin explains. “This year, we are putting that L’Équipeur side to the test because L’Équipeur really gets the job done.”

The media plan behind the “Made to Be Lived In” campaign includes traditional TV, cinema, online video, display and social across Google, YouTube, Meta, Connected TV, snapchat and social creator partnerships.

The spring chapter runs until April 14, and the upcoming fall chapter will begin Sept. 1 and run into October.

The campaign is supported by Cartier, Touché and Veritas Communications, and ad spend is comparable year over year to last year, Goodwin says.

Mark’s has more than 380 stores across Canada.