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Dockers Flexes Its Muscles

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Jeans are having a fashion moment, but Levi Strauss & Co.-owned Dockers is ramping up its efforts to bring performance, stretch and buzz to the non-denim woven category.

“With the switch to more business casual attire in offices nationwide, khakis are making a comeback. Men are looking for an easy in-between style to wear that isn’t a suit and isn’t denim, and khakis are prefect for that,” said Ian Harrison, Dockers VP of merchandising.

In September, the brand is launching Smart 360 Flex, a product line featuring 4-way stretch technology for premium comfort. “With the introduction of the 4-way stretch fabric, the Dockers brand has set out to design the most innovative pant yet from the brand with all the functionality and durability consumers expect. Unlike typical stretch fabric, which only stretches one way, 4-way flex stretches both horizontally and vertically to deliver maximum comfort,” Harrison said.

Over the last 30 years, Dockers has gathered insights from men around the world. What the brand has learned is simple: men want comfort, modernity and the ability to jet from the boardroom to happy hour. Harrison believes the Smart 360 Flex collection is the answer.

After homing in on what men want in a pant, Harrison said Dockers’ design team optimized khaki pants with comfort that goes beyond fabric.

“The soft khakis include a stretch interior waist, covert security pockets for smartphones, and other valuables, and stretch internal pocket bags to deliver the most purposefully designed pant in any man’s closet,” he said.

The brand expects the new stretch collection to be the most popular for fall, especially the jogger. “It’s tailored, yet comfortable, and provides men with a pant they can wear on any occasion,” Harrison said.