Alpha Khaki to launch in Fall 2011

This September, Dockers is going to launch its new Alpha Khaki line with a global advertising campaign and national events. Levi Strauss’ Khaki line has been refining its collections for several seasons, introducing slim cuts as well as re-worked models of its Cargo trousers and of the famous K-1 pair, inherited from US military uniforms. With Alpha Khaki, the American brand is aiming to position itself in between the jeans and the khaki markets.

The new collection offers around 12 different models, some which have been washed out and others with a “destroyed and dirty” finish that can give the trousers a 1-year, 5-year or even 10-year-old look. Nevertheless, the line will certainly also offer the more traditional and “clean” khaki designs.

"Dockers' current audience is between 30 to 35 year olds. With the Alpha collection, we are going to appeal to younger and more trendy men around the age of 25, explains Aude Folliot, the brand’s head of marketing. In terms of distribution it is going to be very large, especially with the more simple models. But denim lovers can also find something for them with the more elaborated pieces”. This addition to their collection should allow Dockers to expand its multibrand network.

Alpha Khaki’s retail price is going to be between 95 and 110 euros, according to each piece’s finishing touch.