IN society, the term “alpha male” can mean several different things. In school, they are the popular athletes or “jocks.” At work, they are the natural leaders, the quickest workers and usually those who occupy the higher positions.
They are also the guys who seem most at ease with women and can essentially date any woman of his choice.

In short, they are the men who attract attention, demand respect and more often than not, men who always get what they want.

Becoming an alpha male, however, requires a lot of work and is no overnight thing, but looking and feeling like one is a much simpler affair—and it all starts by standing up and wearing the pants.



Alpha walk
Continuing its call for all men to “Wear the Pants,” Dockers, takes on another brave step towards a dominant hold of the market by bridging the gap between jeans and khakis with its latest product—the Alpha Khaki.

The new line, set to debut in next month, is a dominant and masculine khaki that features the same versatility, style options, attitude and individualism you have come to expect from your favorite pair of jeans.

To see just how attention-grabbing the Alpha Khakis can be, fifteen brave souls took to the streets of Makati City to showcase the fit, finishes and colors that can be expected from the collection.

The alpha males walked a circuit route from the Dockers office at The Enterprise Center Building down to the avenue and through underpasses. A lot were surprised when they saw the Dockers alpha males ramping along the streets of the business district, with some of the more eager pedestrians trying to get a moment the male models for a quick snapshot.

“This is the first time, we see a major avenue turned into a fashion catwalk,” said Bobet Romualdo, Asean brand director for Dockers. “We wanted to share the experience to a much bigger audience, and engage their curiosity about the Dockers Alpha Khaki,” he added.

Aside from the pants, the male models also wore a printed white T-shirt that asks the question, “Have you seen the sign of the new beginning?” a lead-on question to Dockers new campaign which will be revealed soon.

The first step, was the re-dressing of the stores to a more contemporary Dockers look, which is visibly more orange than the traditional blue color. This also included a change with the store’s logo on its façade. The company also began to engage its consumers online, starting with various promotions being implemented at its Facebook fan page site.

In line with this, Dockers is also launching an online campaign for those fans and followers who would like to try and figure out ‘what is the sign’ and post their answers at Dockers Facebook fan page.

“The sign” can be seen in different places but to get an edge one should check out the different Dockers Stores for visual clues. The clues can also be spotted in various locations around the city such as popular jogging or biking places.

To get more hints about what and where to spot “the sign” check out Dockers Facebook fan page at www.facebook.com/dockersphils.

Visit Dockers at Alabang Town Center, Glorietta 3, Festival Mall, Robinsons Place Manila, Rockwell Power Plant, Trinoma, Ayala Cebu and all other Dockers stores nationwide.