Bow Wow! Dockers(R) Shar-Pei Mascot Search Will Crown Wrinkliest Dog in America to Launch Never-Iron(TM) Cotton Khakis

Bow Wow! Dockers(R) Shar-Pei Mascot Search Will Crown Wrinkliest Dog in America to Launch Never-Iron(TM) Cotton Khakis - Official Holiday Mascot for Dockers(R) Newest Innovation Will Help Prove That Wrinkles are Good for Dogs, Bad for Khakis - SAN FRANCISCO, Nov. 19 /PRNewswire/ -- The Dockers(R) brand has embarked on a nationwide search for the "Wrinkliest Dog in America" to serve as holiday "spokes-dog" for its newest product innovation, the Dockers(R) Never-Iron Cotton Khaki. During preliminary research to determine the perfect mascot for their product launch, Dockers(R) identified the Chinese Shar-Pei, commonly known as the "wrinkle dog" as the perfect breed to focus their search. The winning "Wrinkliest Dog in America" will be crowned the Dockers(R) Never-Iron Cotton Khaki Mascot, and will be part of a national campaign proving that wrinkles, although good on many things -- including dogs -- are bad for khakis. The Dockers(R) Never-Iron Cotton Khaki is engineered with a proprietary fabric and finish that gives it a luxurious "straight from the dry-cleaner" look, including a permanent crease, right out of the dryer. In the tradition of a distinguished line of memorable dogs in advertising (Bull Terriers, Beagles, Chihuahuas, etc.), Dockers(R) bowed to the power of the pooch, in this case, the beloved Chinese Shar-Pei. "Dogs, after all, are man's best friend and the Shar-Pei is the perfect icon to promote our newest innovative khaki this holiday shopping season," said Bill Stewart, vice president, Dockers(R) brand marketing. "These unique wrinkle dogs lend the ideal juxtaposition as the authority on wrinkles 'speaking' to the importance of keeping them in their proper place -- on the dogs, not khakis," said Stewart. Men's desire to keep wrinkles off their khakis is surpassed only by their hatred for ironing -- a confluence of opinion that predicts a hot trend for no-iron products this holiday season, as men's need for this type of pant is not satiated by current product offerings. An October CARAVAN(R) omnibus survey reveals that men detest the chore of ironing. Half of all American men say that they literally hate to iron. Ironing also ranks No. 1 on the list of most-hated chores, with more than one-third of men surveyed admitting they would actually prefer spending the day clothes-shopping with their significant other than drag out the ironing board to press pants. By contrast, Dockers(R) proprietary research data reveals that 70 percent of men who wear khakis admit they have them ironed, or they spend money dry-cleaning to address the wrinkle problem. Incorporating a fully integrated marketing approach, the Dockers(R) Never-Iron Cotton Khaki product launch utilizes nontraditional outreach tactics, with the national Shar-Pei holiday mascot search at its cornerstone. Supported by national and regional print advertising, the product launch kicks off with a live Shar-Pei casting-call in New York City on Nov. 21, as well as a nationwide call for mail-in submissions. The general public plays the role as final judge by voting for the winning mascot online at www.Dockers.com/NeverIron from Dec. 1-14. For every vote cast, Dockers(R) will donate $1 to the Shar-Pei Rescue League and the New York-based American Society for the Prevention of Cruelty to Animals (ASPCA), for a maximum total donation of $10,000. The winning Shar-Pei mascot will be officially announced and featured on www.Dockers.com/NeverIron on Dec. 15. Dockers(R) Never-Iron Cotton Khakis are the newest, groundbreaking product innovation from the Dockers(R) brand. Unique from previous generations of wrinkle-free or wrinkle-resistant pants, Dockers(R) Never-Iron Cotton Khakis are superior in terms of the luxurious premium hand, drape and aesthetic of the product. Dockers(R) holds exclusive rights to never-iron cotton technology in pants through 2006. Priced at $70, the pant is currently available at department stores nationwide, including Macy's, Filene's and Kaufman's. Men's Ironing Perceptions Survey Key Findings * Half (49 percent) of American men hate to iron clothes. * Ironing ranks No. 1 as the most hated household chore with one-third of all men who agree, followed by dusting (28 percent), vacuuming (24 percent) and taking out the trash (15 percent). * More than one-third of American men (36 percent) would prefer to spend the day clothes shopping with their significant other rather than iron clothes, followed by vacuuming the entire house or sitting through a sentimental chick flick (tied at 19 percent), and rounding out with 17 percent of men who would rather attend a ballet or opera than iron clothes. About the Men's Ironing Perceptions Survey On behalf of the Dockers(R) brand, CARAVAN(R) Opinion Research Corporation conducted a telephone survey among a national probability sample of 509 adult men 18 and older, living in private households in the continental United States. Interviewing for this CARAVAN Survey was completed during the period October 28-31, 2004. All data collection efforts took place at Opinion Research Corporation's Central Telephone Facility in Tucson, Arizona and/or Tampa, Florida. About the Dockers(R) Brand The Dockers(R) brand is the leader in providing comfortable and stylish casual wear and continues to expand brand offerings to provide men and women with clothes that offer versatility for an on-the-go lifestyle. Dockers(R) khakis were first introduced in 1986 as the casual alternative to jeans and dress pants. The line has since expanded from men's casual pants to an ensemble brand providing complete collections of tops, pants, shoes, belts, outerwear and hosiery for men and women. In 1994, the Dockers(R) brand introduced the "Original Khaki," the most popular wrinkle-free khaki in the casual pant category. In 2001, the Dockers(R) brand introduced the Dockers(R) Mobile Pant, an innovative khaki featuring hidden storage pockets for mobile technology devices. TIME magazine recognized the Dockers(R) Mobile Pant as one of its "Best Inventions of 2001." In 2002, the Dockers(R) brand revolutionized the marketplace with the introduction of Stain Defender(TM) technology. For information on Dockers(R) brand products call 1-800-DOCKERS or visit www.Dockers.com. Source: Dockers CONTACT: Andrea Corso of Dockers, +1-212-704-3276, acorso@levi.com Web site: http://www.dockers.com/NeverIron Web site: http://www.dockers.com/ ------- Profile: International Entertainment