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.
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.
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.
Bomber jackets are identified with a stamped metal tag reminiscent of a badge every soldier carries.
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.
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.
Even care labels are given the authentic military treatment. No hole in the fabric of this brand story.
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