When I think of Dockers, I think of my dad going to church on a Sunday and he grabbed whatever pants that were not jeans. They’re nice pants but represent this extreme everyman way of dressing, the idea of “dressing up” while really being not-that-dressed-up. In Los Angeles, we’re really laid back so even an almost dressed up beige khaki is too dressed up–and/or boring. Well, Dockers caught on to this thought and have upped their game with their Alpha series. This group are made like a jean but are soft, moderately priced nice pants. The brand was recently in LA showing off some of their new Spring/Summer 2013 wears and we got a little preview of them. These will certainly be what Angeleno guys are going to need to add to their wardrobes.
The new line is super inspired by California, specifically the Bay Area. The company’s design team drew inspiration from woodmaking, sealife and nautical activity, in addition to fresh foods and the farmers market lifestyle. This manifests itself in a lot of ways, from tripple stitching and rivets to mimic that of sails to bright reds and wine colors pulled from the Napa Valley. These inspirations sound pretty silly at first but the details in the collection really do make them all make sense. They really were able to make every element they found up North come alive in pants.
The bulk of this collection are obviously pants, everything coming alive in their new Alpha collection (which are basically those dad jeans I envision but tailored to look a shit ton cooler). They’re made to fit like slim jeans and to age exactly like your best pair of denim. They’re without the rugged heaviness of a jean and are a great option for when it’s one of those strange–but common–eighty or ninety degree November days when you need something a little lighter. In the Spring and Summer? These will be your saving grace when you can’t wear shorts.
The Alphas are basically being rolled out in tons and tons of new color ways and styles. There are now oceanic teals and sunny yellows, three different camouflague options and even the “Alpha Cargo” (which is basically a more sophisticated, understated cuffable cargo…that also comes in a short!). They’re rolling out a new, even skinnier pant during this holiday season in case you want something a little more snug. They’ve apparently been a huge hit in Europe (Case in point? They’ve been sold on ASOS for some time.) and are now going to try their luck in the USA.
Other highlights from the new collection include a totally covetable reversible short (that look like two pairs of shorts…instead of one pair of shorts that obviously reverses), a few cowl-necked knits, some bright spring plaids, slub t-shirts, and the “I need right now!” two-toned, water soaked looking shirt above. I don’t know how they did it but things like the above (and the dark camo and the engineered reversible short) are so on trend and affordable that I nearly spat when they pulled these from off the racks.
This is all incredibly interesting. We’re in an era where big brands that our parents and JC Pennys’ shoppers love. These places are now revamping and trying their hand at catering to the “more sophisticated buyer.” Some succeed and some fail–and Dockers have found their way into the successful end with not only restructuring their pants but also figuring out new things to do and make. A new even skinnier pant? How delightfully Euro. Well done, SF team. You’ll soon be seeing these around at American Rag and bigger stores like Urban Outfitters and Nordstrom. Don’t say we didn’t warn you, bros: this new batch of Dockers are going to be perfect for Southern Californian wears.