Dockers, the established US chino brand, is betting on a comeback of masculinity in menswear, as the brand’s recent show at Pitti Uomo and its new “Wear the pants!” would have it.

“Dockers is a global brand that wants to communicate its whole globalization process,” said Angelo Ng, product director, Dockers Europe. “For this we chose to show our totally revamped collection at Pitti Uomo in January this year, since the trade show provides us the opportunity for international visibility.”
The company’s new “Wear The Pants” brand platform and communication project is working on multiple levels with a bold and disruptive, albeit ironic approach. What’s more, the entire new brand approach not only focuses on the chino pant, its historical heritage and the core business of the brand identity, but also a more varied and complete men’s total look.

“Our new strategy sets up Dockers as the ultimate casual pant brand category while serving as a call for men to assert their masculinity. We actually want to spur on consumers to wear our historical ‘wing anchor’ logo and ‘Wear the Pants’ catchphrase.”

The brand’s revamp and more complete total look approach for F/W 10-11 focuses on three new main elements: Color, cord and shirting. “In general the collection is focusing on cleaner aspects and simplicity in these generally difficult days,” said Ng, “although color is a new element that characterizes our offer. Rather than focusing on flash hues, it offers a range of natural colors such as military and wood green and marc red — and not only for trousers but also for shirts. Baby cord, always part of the collection, is playing a more significant part in the collection, now available in two variants — a cleaner one and a stonewashed and more vintage-inspired version. Shirting is also becoming increasingly important. More details and accuracy always characterize our shirt and polo shirt range.”

—Maria Cristina Pavarini