Dockers is right in the midst of a major image makeover and it's pretty fascinating to follow. It began a couple of seasons ago when the brand revamped their line of khakis from the boring corporate casual slacks favored by your dad, to stylish pants and trousers with modern fits that can go from day to evening (Dockers Fall 2010 Preview). Most recently Alexander Wang, GQ's Best New Menswear Designer, as well as the finalists, were tasked to make a limited-edition collection for Dockers which is amazing. Now, just to make sure it is firmly planted in our heads that this is not your father's Dockers, the brand has released a web-based series documenting what they call the "Alpha Generation".
According to Dockers, the Alpha Generation are individuals who haved used determination, vision and skills in order to push the boundaries of convention. The webisodes were filmed by street photographer and filmmaker Dimitri Coste. The teaser (above) features Franck Chatokhine a garage mechanic who specializes in vintage British motorcycles from the 1930s, Javier Prieto Santos, a journalist who writes for So Foot, a soccer magazine and Alexandre Mestrot who does some CGI, image projection-type stuff for big events. Interestingly enough, all of them are French. Does this mean the French are more Alpha?
Whatever the reason, the series is quite interesting and really does give insight into some of the young, trendy innovators out there. And of course they're all wearing Dockers.