Dockers takes the heat down by 5

Singapore - Levi Strauss & Co. is launching a Bates Malaysia-created print campaign in select Asian markets to promote its new Dockers Minus 5 apparel collection, which reportedly keep wearers cool when the weather gets hot.

"We wanted to communicate that with Dockers Minus 5, the wearer remains in control even as he takes on the heat -- it's the ultimate attire for every urban situation," said Singapore-based Marc DeMulder, VP for Dockers, Levi Strauss Asia Pacific. 

The three executions portray a male model in a variety of everyday social situations such as in a bar with beautiful women, preparing to impress on the golf course and playing host and grilling food at a poolside barbeque, with nothing fazing him as he remains "cool, fresh and confident" in his Minus 5 gear.

According to DeMulder, the range allows wearers to stay cool thanks to a special coating of wicking and ionised chemicals on the inside of the fabric which helps to dry sweat and evaporate moisture quickly, resulting in a "comfortable body temperature".