MANILA, PHILIPPINES, AUGUST 24, 2011: Dockers, the brand known for the classical khakis, steps out of its comfort zone with a new line that integrates the rugged features of jeans with their own signature look. Dubbed as the Alpha Khaki, the new product bridges the gap between the rough and the preppy through a special campaign that took to the streets – and malls– to be noticed.
From invading Ayala Avenue to strutting their stuff in Trinoma Mall, the Dockers Alpha Males turned heads in an impromptu fashion walk that showcased the bolder, more modern line of colored khakis. “This is the first time, we see a major avenue turned into a fashion catwalk,” said Bobet Romualdo, ASEAN brand director for Dockers. “We wanted to share the experience to a much bigger audience, and engage their curiosity about our latest product the Dockers Alpha Khaki, that will available soon in all our Dockers stores”, he added.
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The Alpha Males turn on the heat on Ayala Triangle
The Alpha Males were also sporting white printed tees that ask the question, ‘Have you seen the sign of the new beginning?’ – a lead-on question to Dockers new campaign which will be revealed soon to its followers.
A lot were surprised when they saw the Dockers Alpha Males modeling along one of the major business districts. Some of the more eager pedestrians even tried to capture moments with the male models for a quick snapshot.
Human mannequins at Trinoma Mall
Capitalizing on the success of the campaign’s first leg, Dockers held a similar event at Trinoma mall, where the Alpha Males once again stole the spotlight. This time, the models posed as human mannequins, trying on various Dockers items in the Dockers Trinoma store’s display window. As culmination, the Alpha Males finally took Trinoma by storm through a live fashion show. Cheering crowds and swooning girls followed as the men modeled the products via a “mall-wide” catwalk.
The Dockers Alpha Khaki illustrates how a dominant khaki brand can evolve into a khaki that is very different from what has been otherwise branded as traditional. It is essentially for the men who wish to gravitate towards a more casual look but with the feel and versatility of wearing jeans. Dockers Alpha Khaki features an inseam and out seam over lock stitching, heavier khaki fabric that wrinkles and wears like a jean. It is a trimmer khaki through the leg, giving off the feel and strength of a pair of jeans, with the look and finish of khaki.
