March 08, 2010 17:57 ET

Dockers® Brand to Lead Khaki Comeback by Asking Men to Once Again "Wear the Pants™"

New Brand Platform and Multi-Media Ad and Marketing Campaign is 'A Call to Manhood'

TORONTO, ONTARIO--(Marketwire - March 8, 2010) -

Editors Note: Two photos for this release will be available via Marketwire on the picture wire of The Canadian Press.

Decked out in fashion-forward new styles from Dockers, male models took to the streets handing out Metro papers at the corner of Yonge & Queen, Yonge & Bloor, and Union Station. Outfitted in slim khakis and 5 pocket twill pants, these brand ambassadors asked men to once again 'Wear the Pants' and usher in a Dockers PANTSFORMATION

In a move designed to re-energize a men's wardrobe staple that lost some luster in recent years, Dockers, the brand that has defined khaki pants for more than 20 years, is returning to its manly roots with a modern approach to all things khaki and an irreverent "Wear the Pants™" global ad campaign.

Dockers new global approach is focused on creating an updated and decidedly masculine collection of khakis. Dockers is committed to making the khaki an essential and much-loved item in the modern man's wardrobe. By providing the consumer with a range of choices in fit, colour and style, Dockers provides stylish options for work, going out or hanging out. In a world where denim dominates men's wardrobes, khaki offers a fresh and distinctly grown up alternative.

The brand's new "Wear the Pants™" global ad campaign celebrates the reemergence of the khaki as the go-to versatile pant in a man's wardrobe. The tongue in cheek campaign encourages men to, once again, Wear the Pants™. It gives the brand a clever and witty voice, providing men with reassurance and a bit of inspiration with bold encouragements including KHAKI DIEM and PANTSFORMATION.

Dockers Spring/Summer 2010 Collection focuses on the reemergence of the khaki as a streamlined wardrobe staple available in refined fabrics and diverse finishes. Top tier products exclusive to the Bay include military inspired khakis and cargos taken from the company's archives with vintage washes and design details. Authentic styling and modern fits are combined to give the shirts and jackets a fresh and distinct look.

Selected Dockers available exclusively at The Bay and other major retailers included: Sears, Moore's and Golf Town.

About the Dockers® Brand

The Dockers Brand has embodied the spirit of khaki for more than 20 years. Since their introduction in 1986, Dockers has been perfecting khakis—and the essential goods to go with them—for men and women all over the world. No compromises in quality. Just versatile, essential style. Day to night. Monday to Sunday. Wearing the pants has never looked so good. For information on Dockers® and its products, please call 1-800-DOCKERS or visit

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