Former legislator and Democratic candidate for governor Ethan Berkowitz has gotten a hard time from some of his political opponents over the years for not being "Alaskan" enough. Berkowitz has lived in the Land of the Midnight Sun for 20 years now, but no matter how many snowmachine rides he takes or salmon he lands, he can't seem to shake the polished California image. The contrast was particularly stark in last year's congressional race, when he went toe-to-toe with Rep. Don Young, that bolo-tie-wearing, plaid-clad epitome of Alaskanness.

But it looks like Berkowitz may be stepping up his game this time around. A fundraiser invitation that went out to supporters today included an uncharacteristically rugged photo of the gubernatorial hopeful, layered up in a worn Carhartt jacket and looking all windswept and outdoorsy. It's a new Ethan -- one that's less 99501 and more 99629, if you know what we mean.

Will the new, improved Outdoor Adventure Ethan win over voters? Hard to say. Considering his competitors in the primary -- Bob Poe and Hollis French -- are also clean-cut, downtown types, the ruggedness may not make that much difference. But if Berkowitz makes it to the general, there's a chance he'll be matched up against Gov. Sean Parnell, another nice guy with an indoorsy feel -- in which case, perhaps he hopes this new Jay Hammond-inspired look will give him some traction.

Contact Maia Nolan at maia(at)alaskadispatch.com.