Dockers shipped 600 online customers a surprise pair of its new Alpha khakis, packaging the pants in a canister normally used to house a bottle of whiskey. The inspiration for the concept came from the line's three aged finishes - scraped (simulating one year of wear), dirty (five years) and destroyed (10 years) - which are played up through the whiskey metaphor. The shipment came as a surprise to the 600 recipients. The brand used its customer relationship management database to send correct sizes (it shipped the same sizes customers previously bought online).
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