LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Sep 29 2011

Kewl Khakis

None other than the Oxford English Dictionary has now said “kewl” is a real word – an alternative for “cool.”

It seems to me that we can use it to describe Dockers® Alpha Khakis, the brand’s alternative to jeans.

Kewl Dockers® Alpha Khakis.

If that’s not enough to drive home the fact that these are not your father’s Dockers, nor your boss’ chinos, the brand’s Europe team is now showcasing them in a Web-based film series, the “Alpha Generation.”

In the same way the Alpha Khaki is about changing the way men dress – from jeans to the jeans alternative – the intent of the films is similar: To encourage a new generation of men to act on their convictions and contribute something different to society. The films focus on visual creatives Superbien, sports journalist Javier Prieto Santos and vintage motorcycle mechanic Franck Chatokhine.

Enjoy the “teaser” here. The films, by the way, were shot by Dimitri Coste, known for a quirky mix of street culture and retro inspired work. Like the Alpha Khakis, they’re pretty kewl.

Posted By: Cory Warren, Editor, LS&Co. Unzipped

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Tags: Dockers®

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