About the ‘Alpha’ Khaki:
New
for the Fall season—and arriving in stores ranging from Urban
Outfitters to Nordstrom to Bloomingdale’s shortly—the ‘Alpha’ is a cool,
new design hybrid that combines the best attributes of a jean with some
of the spiffed-up details of an iconic chino pant. Chief among these
“blue jean” touches are the slim fit, lower rise and rock-and-roll
spirit of denim. Along these lines, we also wanted to capture that
great quality of how jeans age and wear-in beautifully over time—but in khaki form—creating
something that at once looks both relaxed AND refined. To help achieve
this, the Alphas are cut from a selection of heavier weight khaki
twills that will lend themselves nicely to this softening and aging
process. This allows the Alpha to express and capture the wear and
personality of the pant’s owner—much the same way jeans do—with much
time and wear.
In
this way, the Alpha is a perfect, fresh option for that denim-head who
may be looking for something new, different and with a slightly more
dressy feel. Dockers design had this guy in mind when creating this
pant—and wanted to encourage him to look at khaki’s in the same way he
looks at denim, wearing them repeatedly—without washing them—so that he
can work on building his own unique ‘khaki’ finishes over time, as well.
They
also come in a wide range of versatile colors—upping the many wearing
options of the pant even more. Really what we love about them is that
they can look dressy but when worn, they feel like you’re wearing a jean—and fit that way too.
The
‘Alpha’ will range in price from will range in price from $68.00 for
timeless colors to $128.00 for more limited-edition, hand-crafted
styles.
Fall 2011 Alpha Khaki Campaign, starring the team at New York City’s Blind Barber
To
officially introduce the pant, we made the Alpha the star of our Fall
2011 campaign, which features the founders and staff of the East
Village’s Blind Barber modeling the pants. Shot on location at New York City’s first barber shop/cocktail parlor, the campaign was photographed by Cass Bird.
"When Dockers approached us here at the Blind Barber about participating in the new Alpha Pant Campaign, we were stoked,” offers Jeff Laub, co-owner of the Blind Barber.
“ In my mind there could not have been a better organic partnership
than that between Dockers and Blind Barber. We are two brands both set
on a mission to redefine the classics while staying true to our roots."
More About Blind Barber:
The Blind Barber is a return to the "Roaring Twenties". Defined by the
explosion of culture and its break from tradition, the "Roaring
Twenties" was a movement in creativity. The Blind Barber hopes to revive
this very movement while redefining modern manhood. The concept goes
well beyond just a barbershop and bar located in the East Village, but
rrather expands into all the realms of the modern gentleman: Fashion,
Music, Lifestyle, Grooming and others.
Photographed by Cass Bird
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