DOCKERS AW13 FOR MEN – Where Jeans End and Khakis Begin
Dockers is a well-established trouser brand that operates alongside sister company Levi’s, who are most well known for its jeans, and has given MenStyleFashion the unique opportunity to visit its pop-up showroom in London for a private preview of its AW13 collection. Quietly tucked away in a backstreet of Shoreditch, the Dockers showroom was empty upon arrival. Beautiful. Stunningly set up, the open space complimented the bare brick walls, the Autumn-Winter collection strewn over the shop in a very urban fashion. This men’s collection will be interesting, I thought to myself.
With the two Dockers representatives grooving to the background house music, the brand immediately put forward its message of a newly revived classic brand; their enthusiasm matching their youthful appearance and target market.
From Old to New
The collection itself sees the brand take a huge step from a previous older-gentleman market to the trendy, up and coming one. The creatives drawn in by the typical AW13 browns, oranges and mustard yellows, yet staying fresh with a daring pair of baby blue trousers.
Tucked away in the corner of the showroom was a small collection of what it described as the “traditional, tweed garments” which, if mixed with a pair of the new era chinos would make a perfect cross between professional and creative. Since being given a pair of its chinos to try out for myself, I’ve realized two key pointers that make Dockers stand out from other trousers I’ve had in the past – one: the quality. Matching Levi’s reputation for high quality denim, the £90 chinos are smooth, well crafted and above all: a perfect fit. Complimenting the right bits, you can tell from afar these are not cheap pants. Secondly, the durability seems, so far, astounding. Taking them out for a cycle through the busy streets of London, they seem sturdy enough to withstand some decent wear and tear and are proven not to lose colour after multiple washes.
Photos by Alex Barnes
All About The Quality
This high quality followed suit throughout the collection. A small number of jackets and shirts caught my eye among the plentiful pairs of trousers, and the feel of the material followed the standard put forward by the chinos. It’s clear this is a brand focused on the quality of its materials, as evidenced by the care and attention put in to the temporary showroom, the guests and of course, the clothes themselves.
Speaking with one of the leading representative of the brand, he told me of the transformation the collection – adequately named Alpha – brings to the brand of Dockers. Offering each item in three fits – original slim, tapered and skinny, this collection reaches out to a wider market, bringing fashion to the upper class, older, traditional audience and quality to the younger market.
Dockers is certainly no Primark, but for youth that’s a good thing. Although the extremely discounted prices are appealing to many short for money, the quality and style reputation is no competition for Dockers, which was first established in California,1986. So if you’re after a good quality, well-crafted pair of trousers that are in fashion for this Autumn Winter season, head to Dockers! The price tag is certainly worth it, and when you put them on, you’ll realise why.
DOCKERS – ALPHA COLLECTION FOR AUTUMN WINTER 2013