SAN FRANCISCO — Today, the Dockers® brand announces its plans to team with leading Canadian brand, ROOTS, in staging a series of fun, public ‘try-on’ events dedicated to the introduction of its newest denim alternative: the ‘Alpha’ khaki. Lifting a jean’s best attributes—including its slim fit, lower rise, and rugged construction—the ‘Alpha’ combines the ease of denim with the more polished design details of an iconic khaki pant and will be offered in a wide range of versatile colours along with distressed, vintage-derived finishes. To mark the new style’s introduction, the khaki leader and ROOTS—a first in their own right—will produce a number of “pant-drop-and-swap” events on Saturday, August 27 from 12pm to 4pm in five ROOTS store locations.
As part of the events, participants will bravely “drop” an old pair of pants they are willing to part with, while on public display in front windows at ROOTS stores. In exchange—and while supplies last—participants will be given a complimentary pair of the new ‘Alpha’ khaki to model in the window, keep and enjoy. Each “dropped” pant will subsequently be donated to Goodwill, helping communities across Canada.
“Men love their jeans, especially the way they wear over time and how they can be dressed up or down,” says Doug Conklyn, Dockers® Senior Vice President of Global Design. “We’ve created the Alpha khaki as the perfect alternative to jeans. It’s got the rugged attitude and spirit of a jean, but the more cleaned up, classic look of a khaki. And it wears in over time just like your jeans do.”
The ‘Alpha’ khaki incorporates several construction techniques typically used when creating jeans, including reinforcement, top stitching and over-lock seaming details— along with some of the dressed-up touches of a more tailored trouser. Similar to a pair of jeans, the ‘Alpha’ is cut from heavier-weight khaki fabrics, specifically selected to wear, wrinkle and age over time.
“Since our earliest days,” says Don Green, co-founder of ROOTS, “ROOTS has been known to partner with and carry product from like-minded craftsmen in our mission to offer high quality, fashionable goods that are built to last. Likewise Dockers has an incredible heritage and we’re proud to partner with them to offer this new collection of khakis we know our customer will appreciate and look great in.”
First available in select ROOTS stores this past spring, the Dockers® brand operates under a similar philosophy, coupling superior quality with a rugged sense of masculine style. With both iconic brands steeped in heritage—ROOTS pays homage to its rustic yet metropolitan Canadian birthright while the Dockers® brand continues to celebrate the refinement of khaki in the apparel landscape—this evolving relationship couldn’t be a more natural fit.
WEAR THE PANTS FOR GOODWILL
Extending this partnership into fall, the Dockers® brand is excited to evolve its relationship with ROOTS through a series of ‘Alpha Try-On’ stunt events that ask men if they’re “‘Alpha’ enough” to try this new pant. As part of the events on August 27, the Dockers® brand and ROOTS will create “live” window displays from 12pm to 4pm in select ROOTS locations across Canada, where guys will be asked to literally “wear the pants”. A portion of the challenge will involve men publicly dropping their gently used pants while on display in the ROOTS’ store windows, in full view of passersby’s on the street. Once de-panted—these brave men will be asked to try-on the new ‘Alpha’ khaki.
The Dockers® brand, together with ROOTS, will then take the gently worn pants and donate them to Goodwill to help provide job training programs for those in need across Canada. Further, both will reward the participants’ bravery with a free pair of the brand new ‘Alpha’ style. Quantities are limited to the first 50 guys ‘Alpha’ enough to drop their pants (or while supplies last) at specified ROOTS locations.
“We’re so excited to partner with ROOTS, a true leader in Canadian apparel. The ‘Alpha Try-On’ events are a fun and lighthearted way to encourage men to try our new, stylish khakis, all while benefiting Goodwill,” offers Jennifer Ligotti with Dockers® Marketing, Canada.
Suitable for a number of wearing occasions, the ‘Alpha’ styles that will be available for purchase at ROOTS stores will range in price from $75.00 for classic khaki shades, grey and black, and $89.00 to $99.00 for hand-crafted, vintage-inspired styles that replicate the wear patterns of a distressed pair of khakis after 1 sale year and also after 5 years of use.
“The ROOTS partnership is making a meaningful impact on both local communities in Canada and he environment,” says Jim Gibbons, president and CEO of Goodwill Industries International. “When consumers donate their gently used pants, they are sending a message of sustainability. The act of donating not only diverts these items from landfills; it also helps job seekers from their own neighborhood find sustainable employment to support their families. Last year, Goodwill agencies provided 22,000 people with employment placement services throughout Canada.”
