By Duane Wells
Forget what you thought you knew about khakis because Dockers is about blow away every preconceived notion you have about the pant that has in recent years become more commonly thought of as dad-friendly than fashion forward.
For the first time ever Dockers is debuting a collection of premium products in the U.S. that promises to rival the more au courant looks that style watchers have been glimpsing from the brand all over Europe and the rest of the world for the better part of the last decade or more. Beginning this weekend, Dockers new Khaki collection will be unveiled in a special installation that promises to usher in a new era of khakis made with an unwavering commitment to impeccable craftsmanship.
The new Dockers collection is deeply rooted in products that re-imagine vintage styles and are executed with a pedigree of authenticity. That said, the Dockers collection which will celebrate its exclusive public debut on March 27th at L.A. hipster fashion emporium, American Rag Cie, is centered around the brand’s quintessential khaki pant: The Dockers K-1 Khaki.
At the event, this preeminent khaki will be re-introduced in 8 different styles and 16 new colors. With fresh silhouettes that redefine any preconceived notions you may have about khakis in general or Dockers in particular and a singular attention to detail, the collection features an array of styles including the K-1 Cramerton Rigid (a clean, rigid finish); the K-1 Cramerton Affected (a vintage look with resin-baked whiskers and unique staining); the K-1 Acadia (a rip and repair destruction with multiple dyeing processes on flat twill); K-1 Cords (a vintage look with various wash and dye methods and buttery soft texture); the K-1 Hull (a canvas with a three dimensional finish and whiskers); the K-1 Jaspe (a granite jaspe fabric with a distressed finish); the K-1 Sepia (a sepia finish for an authentic, rust stained pant); and K-1 Frosted (an over-dye khaki with multiple tinting and drying processes).
Next up, expect a new flow of khakis to hit the floor direct from the Dockers line this August. This U.S. exclusive includes the D-1 Pocket Cargo and the Slim Tapered Pleat.
On the subject of why Dockers decided to launch its new line of khakis at American Rag, Jennifer Sey, Vice President of Global Marketing for the Dockers brand simply said of the company‘s decision, “We are thrilled to get our khakis in front of new consumers at American Rag. It’s exciting to see a leading retailer with a highly discriminating consumer select Dockers as their khaki brand of choice because of its authenticity, authority and relevance.”
Jennifer Althouse, Buyer for American Rag Cie echoed that sentiment saying, “This is a groundbreaking moment for American Rag Cie and Dockers. We can’t wait for our customers to discover the great new line of khakis, and are certain that these pants are a cut above for the LA market.”
After seeing these new khakis first hand and examining the workmanship and attention to detail , this new assortment of khakis is a perfect fit for American Rag Cie and its discerning clientele, as the classic khaki has been given a thoroughly modern and unmistakably cool twist at long last. Hoorah!
To celebrate the launch of this trailblazing collection of khakis, on March 27, 2010 from1 PM – 5 PM shoppers at American Rag Cie can enter to win special in-store prizes and take an exclusive peek at a few of the first pairs of khaki products made by LS&CO., as presented by Lynn Downey, the Levi Strauss & Co. Historian. A private cocktail party will follow that evening, where guests will experience the timeless luxury of a great pair of pants.
The product presentation will play off of the store’s eclectic aesthetic and diverse selection of contemporary apparel. American Rag Cie will transform the area near the entrance of their world famous “denim bar” into a special shop-in-shop installation, where the collection of Dockers® khakis will be permanently and prominently housed. The environment features the signature Dockers® wing and anchor hanging from the ceiling and illuminated by hanging light bulbs, and the rustic space will be accompanied by a window display that runs along La Brea Boulevard.
About the Dockers® Brand
The Dockers Brand has embodied the spirit of khaki for more than 20 years. Quality? Always. Authenticity? Check. We make khakis that do their job so you can do yours. We’re talking good-looking pants in a full range of fits, and the essential goods to go with them, for men and women. No compromises in quality. Just versatile, essential style. Day to night. Monday to Sunday. In over 40 countries around the world. Wearing the pants has never looked so good. For information on Dockers® and it’s products call 1-800-DOCKERS or visit www.Dockers.com.