Alpha Khaki: Rebirth of the Casual Look


Dockers launch the Alpha Khaki

 AFTER months of teasing, the sign has finally arrived.

Continuing its campaign to make the next generation of men look fashionably good, Dockers Philippines finally unveiled its much anticipated “Alpha Khaki” together with its fall and holiday 2011 collection last weekend at the Dockers Store in Trinoma Mall, Quezon City.

Built from a dress pant block using denim construction, the Alpha Khaki boasts of the same attributes that men love about his favorite pair of jeans: attitude, style options, versatility and individualism. This new breed was designed for men who wish to gravitate towards a more casual look but with the feel and versatility of wearing jeans—perfectly bridging the gap between jeans and formal wear.

“The Alpha Khaki is the new generation of khaki for the next generation of men,” described Dockers Asean Brand Director Bobet Romualdo. “This khaki stands for conviction, for men who would like to stand out from his jean-wearing friends,” he added.

The Alpha Khaki features an inseam and outseam over lock stitching, heavier khaki fabric that wrinkles and wears like a jean. It is a trimmer khaki through the leg. It gives you the feel and strength of a pair of jeans, with the look and finish of khaki.

Romualdo says it illustrates how the brand can evolve into something very different from what has been the traditional, “even venturing to propose that you let go of your favorite jeans for what could possibly be your new favorite pair of pants, with its unequivocally modern make.”

The new collection features all forms of color, texture and abrasion qualities that reflect the character of a man and his khakis. It introduces a raw khaki to be broken in by the wearer, as well as three distinct finishes and washing; a “Scraped” one-year look, a worn “Dirty” five-year finish or a lived-in “Destroyed” 10-year-old look.

“Dockers Alpha Khaki will come in range of three finishes and 17 colors, and we believe it will appeal to younger and trendier men,” said Rhea Akil, Dockers senior marketing executive.

The introduction of the Alpha Khaki comes in time with the revelation of the store’s new face and colors, and its Fall/Holiday Collection of Dockers characterized by a more “slimmed up” fit. It now offers the D0 or Razor Slim, which becomes the slimmest fit of the brand.

“It is the most modern expression of slim for a youthful, fit-obsessed consumer,” Akil said.

Romualdo added; “This collection is inspired by a journey to uncover what it means to be a man today. It is a conscious attempt to feature the work of men, who lived their passions and have chosen conviction, character, commitment and purpose, as words they live by.”

Present at the event were actor Jake Roxas, model Luke Jickain, singer/host Jugs of Itchyworms, Dockers muse/indie band Giniling Festival, Dockers muse/realist Manok Ventura, Dockers retailers and the media; DJ Rico Robles of RX 93.1 hosted the event.

More information and photos of Dockers Alpha Khaki and Fall/Holiday ’11 Collection launch can be seen at Dockers Facebook www.facebook.com/dockersphilippines.

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Alpha Khaki: Rebirth of the Casual Look

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