"It's a duck if you don't have Dimex on," Mauri sings on YouTube. Mauri's friends also include Torsti and Kalevi. They are from Lieksa Mettälä and you shouldn't worry about them. http://www.youtube.com/watch?v=kkO8kULIQR4 We decided a few years ago that in 2012 Dimex would become the number one workwear brand in Finland. That is, the brand that people want to use and that is known. It is now October, almost November, according to reliable sources, after December will come January and then 2012, so we have to get going. Market share has been gained. But number one.. It requires more than just sold chicks. So Dimex needs to be brought to the attention of Finland. Who are we and who are our customers? Dimexmies is not a hipster, he doesn't wax his eyebrows, nor does he oil his muscles (except maybe sometimes alone, in a dark closet, when the situation absolutely demands it). A few can definitely fit in, but Dimexmies usually don't pose as brutally-sexy-real, ready to pull off the hunk routine when the spotlight hits him. Dimexmies works. He's a basic guy who gets a good slap and is proud to work in Finland and in working companies. He's not arrogant, but goes through life with a twinkle in the corner of his eye. Dimexmies is a trendy guy, or as Mauri is, a trendy guy. That's the difference, by the way. The fact that these rural heroes are rapping about us is a wonderful step. And don't think, boys, that I didn't notice the gentle mockery in your story. That's why, if you contact me, I promise to get you the kind of Dimex that you can actually say "dimex fits great" without Mauri having to demonstrate this by pulling his pants up into the armpits like in the "I'm a man" song. So in 2012 we want to make even more of an impact on people's conversations, visibility and collective consciousness. There are already a lot of plans and the implementation will start at the beginning of the year. It's about to get crazy! Stay tuned.