23 May 2014

Dockers x John Lewis 150th Anniversary

WHAT Dockers x John Lewis 150th Anniversary
WHEN  23rd May 2014
WHERE  Online

I'm excited to announce the partnership between one of my favourite brands and department store. Dockers x John Lewis exclusive partnership in celebration of the department stores 150th-anniversary with the launch of two Dockers® Alpha Khaki chino styles exclusive to the iconic department store from May.

 The collaboration is a first for the Dockers® brand and John Lewis. Dockers® Alpha Khaki Limited Edition exclusive to John Lewis in celebration of the stores 150th-anniversary and will be available for purchase from May 2014.

"I believe we will offer the Dockers® consumer something very different and unique with the Dockers® Alpha Khaki Limited Edition exclusive to John Lewis. John Lewis holds a unique position in the UK as one of the most revered department store chains and a special place in the hearts of the British consumer as one of the country’s most favourite retailers.” Says Angelo Ng, VP for Dockers®, Europe.

The exclusive Dockers® Alpha Khaki chino for John Lewis retains all the details of the original chino, only with the addition of a print material from its historical company archive. The Cummersdale archive material (which forms one of the materials selected to form part of the basis for the 150th -anniversary collaboration with various iconic High Street brands, including Levi Strauss & Co.) is subtlety printed on the reverse side of the garment, it decorates the back pocket welts, the binding of the coin-pocket and gets visible when pin-rolling your cuffs. John Lewis’ own brand signature Forest Green colour replaces Dockers® own signature orange for its wing & anchor motif on the back-right pocket.

Dockers® Alpha Khaki comes with the guarantee that once tried and tested, it is hard to go back to one’s old trouser styles. A new generation of trousers for a new generation of men. The Dockers® Alpha Khaki is where jeans end and Khakis begin!


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