Not Your Dad's Pants

Dockers set out to develop an icon khaki, strategically in sync with the 501 in Levi’s jean line-up. We named the brand Dockers K–1 Khakis and aimed it squarely at a younger, trend-current audience. Working closely with Dockers’ product designers, we built a brand that looks and

behaves so authentically, one might well believe the US Army created it in the 1930s. Sold worldwide, the brand experience hit all major touch-points— TV, print and outdoor advertising, point-of-sale, and packaging down to the labeling on the product itself.

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The K–1 brand is rooted in military history and a generous serving of nostalgia. It captures a time of war and economic depression, when women began wearing pants and handling blowtorches, and when the only corners cut were cut by hand.
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An industrial envelope contains a small booklet explaining the authenticity of the line—heavy Cramerton cloth is recreated on old looms, buttons are cast from original military molds.
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Bomber jackets are identified with a stamped metal tag reminiscent of a badge every soldier carries.
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Belts are coiled up in giant, black industrial rubber bands. Grit and guts marry every aspect of product and brand to ensure an integrated experience in everything a consumer can touch and feel.
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K–1’s huge success liberated Dockers from the pants department and got it into specialty retailers. An entire collection of shirts, trousers, jackets and accessories soon followed.
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Even care labels are given the authentic military treatment. No hole in the fabric of this brand story.

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