Dockers launched its latest collection for 2018 with a private NYC celebration that was all about personal style and masculine cool- plus a return to Docker’s OG logo from 1986.
Dockers has an interesting way of doing things. The company has finally come into owning its Levi’s identity, and though it’s not Levi’s, Dockers is working hard to infuse some DIY spirit into the well-established workwear brand. Hosting an event in a posh Union Square loft, Dockers introduces its newest collection with the Beyoncé pumping, the pool table in full use, and cocktails such as an Aperol Spritz on pour. But even more, Dockers personalized custom belts, trousers and sweater shirts for guests. Not just choose a color personalization, the belts were monogrammed and measured to fit on site. An impressive effort that brought a rare degree of supply chain exposure to the company that people don’t feel like they know too well. Silkscreened sweaters with the new Dockers logo emblazoned into them and custom fit Dockers trousers were a delightful touch that communicates much more than just chic party favor: Dockers is serious about men’s clothing that actually fits.
With easy, all-American designs that incorporate flannel shirts, simple, tasteful basics and new belts and sweaters, Dockers has carved out a comfortable niche of articulate colligate style, a perch that Dockers has ruled for several decades. Openly addressing its Levi’s association could prove effective, as a marketing approach as much as a by-design election of a more rugged aesthetic.
Blue, gray, red keep the cool. Any way you look at it, Dockers retains its position as a confident and tastefully designed collection that transcends season and year, it’s durable clothing with a strong legacy and a solid direction. With 1986 on the spotlight, Docker’s collection feels timeless, barely vintage. It takes cues but doesn’t ape. And technology is on Docker’s side: stain resistance, a flexible Khaki fabric that fits perfectly (four-way stretch- yeah) in sensible hues that will match with anything. If men can go for anything, it’s a pair of pants that just fit, no expensive tailor-work needed.
Particularly chic is the red bomber with a contrasting white zipper and a pleated liner- just enough detail to feel finished but simple and stylish, a full rejection of the over-designed looks of AE and others.