Dockers - positioned for a comeback

Iv played Golf in Dockers and Iv got laid in Dockers. So are they cool or what ? I can't decide. Actually I just did.

My biggest problem with the dockers brand is that they are so typically American and I don't mean in a good way. I mean to say in a; Im overweight with a starbucks in my hand and if I could see my feet, I could tell you im wearing white tennis sneakers...way.

If there's one thing I can say for certain about trends for 2010 it's that you will be wearing pants and it's a fair bet they will be chino's. Personally im going to be sticking with other brands. The simple reason behind this is a perfect example of a brand killing itself. Dockers is dead to me and I cannot even contemplate getting a pair when there are so many other options out there.

That said, I wish them the best of luck and im sure they stand a chance of coming back. 2010 will make or break the brand.

Selectism have a really in depth article with Nathan Laffin, head designer.

SL: Dockers as a brand is just 20 years old, but drew on a great history from its beginning. Given the breadth of the story (in materials and associations) how do you start defining a contemporary approach to the khaki pant?

NL: It’s a great question, and one we ask ourselves all the time. It’s one we asked ourselves seriously when we sat down a year ago to start working on the relaunch of the brand asking “what’s the most important thing about khaki?” The answer is found, like in most cases, in going back to the beginning. Saying, “what is it? what’s the roll that khaki has played in history, in both world history and US history?” To your point, when Dockers launched 23 years ago, it reinvented the way guys dressed to go to work. That was the second time that this company, meaning Levi’s, had initiated a complete change in the way men get dressed. So, we set ourselves a pretty high goal of making the same sort of impact this time and making guys fall in love with their khakis. We are a little biased, but I honestly believe that khaki is the most versatile, most practical, and comfortable choice. And, I’m including jeans in that.