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Dockers wants to be part of the energy of New York Fashion Week.

The San Francisco-based brand took over the Highline Stages in the Meatpacking District on Tuesday night — the eve of fashion week — to celebrate the launch of its new Alpha Collection. Although the brand had already offered the updated khaki pants, this fall marks the debut of an entire collection under the Alpha name.

This story first appeared in the September 5, 2013 issue of WWD. Subscribe Today.

“This really marks the beginning of the future of the brand,” said Doug Conklyn, head of global design. “We’ve gone from just pants to head-to-toe sportswear with a pants point of view.” That means the line of shirts, jackets and sweaters was designed to “sit together” seamlessly with the pants.

“It’s important to understand the DNA of the brand,” Conklyn added. “It’s an American brand and is classic and authentic with a laid-back San Francisco sensibility. The colors, finishes and patterns are inspired by that. But we’re not chasing trends.” He said Alpha is “stylish and youthful to engage with a younger guy,” but the pants are offered in three fits in order to make sure it appeals to all customers.

The event also served to publicize the company’s pop-up shop at 25 Howard Street called the Dockers General Store that will remain in place for four weeks.

British rapper Tinie Tempah provided the evening’s entertainment and visited the store on Wednesday to meet customers.

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