GLOBAL, MARCH 5, 2012: “He gets things done.”
This is what Dockers’ global PR manager Shaun Lewis said about the newest face of their Alpha Khaki pants line, adventurer Edward Michael “Bear” Grylls of “Man vs Wild” fame.
“He’s a funny guy, he doesn’t take himself too seriously, he’s a family man, he’s married with three kids, he’s an entrepreneur. He’s well-known but he’s accomplished a lot in his life,” continued Lewis. Aside from having a popular TV show, Grylls also has a best-selling book (Facing Up), a survival clothing range, and is one of the youngest people to reach the summit of Mount Everest at age 23.
Lewis said that Grylls is the embodiment of the ideas that Dockers wants to impress among men through the “Wear the Pants” campaign. Launched almost two and a half years ago, the concept behind “Wear the Pants” is re-engaging life. “Encouraging men to take charge, take care of his family, have pride in himself, work hard, be chivalrous and respectful, know how to change a diaper AND a tie,” shared Lewis during a one-on-one interview with adobo held at the Hotel Intercontinental in Makati City.
“There’s always going to be a place for denim,” concedes Lewis, but he asserts that khakis will also continue to have its place. The brand was meant to fill a gap between the “Wall Street suit-type” and denim back in 1986, and Dockers hit that mark at the time but soon reached a place that “fell sort of like work or uniform,” shared Lewis. With the “Wear the Pants” campaign and the Alpha Khaki line, Lewis hopes to show the versatility of khakis. “You can wear it with a t-shirt, you can wear it with a blazer, you can go to a date with it, you can go to work with it on, you could wear it with a tie and it will still look good.”
