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DOCKERS® - SAN FRANCISCO THE ALTERNATIVE TO DENIM FOR FALL/WINTER 2009
April 14th, 2009
The media has been talking about it for months as the key alternative to denim for Fall/Winter 2009. Khaki, the cloth, first invented by the British in India more than 150 years ago was prominent on the catwalk during Fashion Week as this seasons major trend.
The Dockers® brand has been the market leader in Khaki pants for more than quarter of a century with the collection this season playing further on the Dockers® brand Khaki ownership, mixing 21st-Century design and fabric techniques to create a wardrobe of key outfits with a 1950s West Coast vibe.
There is a strong evolution in fabric construction, from authentic rigid open-weave twill to cotton-canvas, colour-coated twill, raw reversed twill and garment dyed twisted. Corduroy is another big story this season across tops, bottoms and jackets, including a yarn-dyed shirt, rugged ‘cabin-style’ shirt and field jacket with corduroy collar.
The inspiration for the collection stems from early construction of army uniforms and draws on the brands most iconic garments, de-constructing and customising them for a ‘Modern Vintage’ ensemble that is sure to be hotly contended by the most discerning consumer. Inspired by the past, but firmly in the present, ‘Modern Vintage’ takes inspiration from the sea-port dock workers of the past.
Simplicity of form is key to describe the collection this season with the Dockers® brand original Khaki pant as the must-have item to build your look around. Pants have been given various finishes; laundered, stonewashed or constructed in a raw reversed twill and are available in an alternative list of styles and fits, including the San Francisco pant, the bow-leg, slim-fit, cargo pant and the Dockers® Jeano™ pant as well as the more commercial D1 and D2 fits. Worn with a simple white t-shirt and accessorized with a Khaki two-button jacket or heavy gage knit sweater, the collection speaks of the West Coast spirit; creativity, individuality and a sense of freedom to be you.
“The collection is a celebration of our Khaki heritage,” explains Dockers® Consumer Marketing Manager Elisa Da Lio, “It is all about going back to our roots and exploring our brand DNA. It pays homage to the famous Khaki advocators from our past; Paul Newman, Steve McQueen and Tab Hunter. It gives a ‘West Side Story’ sports look and reflects the unique style of the Kennedy clan at home on Hyannisport, Maine during the mid 1950s, but has been updated and refined to give a modern vintage look which is simple to adopt”.
Corduroy is back on trend this season across the collection, yarn-dyed in a blend of woollen wales in both tops and bottoms and available in a rich array of reds, browns, amber, green. A two-button tailored corduroy jacket is most certainly the key must have item.
The ubiquitous polo shirt is given a vintage sports look, yarn-dyed in a 16-gage knit and cut closer to the body shape, it creates a longer, leaner silhouette and is available in a single block colour, a bold two-tone stripe or jacquard check. Strong graphic prints dominate t-shirts.
The Dockers® brand is about freedom, confidence and the ability dress with ease and simple sophistication. The Dockers® brand consumer is one that doesn’t take himself too seriously, who is at ease with himself in his own personal style. He is at home in his environment – wherever that might be – he wears the clothes, the clothes never wear him.