When Haggar set out to launch the Life Khaki Collection, the goal wasn’t simply to release another pair of pants—it was to reposition the brand for a new generation. Known for its heritage workwear, Haggar wanted to connect with younger consumers who valued sustainability, versatility, and modern fit. The Life Khaki line would do more than refresh the wardrobe staple—it would weave environmental responsibility into its very fabric.
The Challenge
Haggar’s core demographic skewed older, and their classic khakis were losing traction with a younger audience increasingly driven by lifestyle branding and conscious consumerism. The brand needed to shed outdated perceptions without alienating its loyal base. The challenge was twofold: create a product and identity that resonated with millennials and Gen Z while staying true to Haggar’s reputation for quality and comfort. Marketing also had to cut through the noise of an increasingly crowded apparel market and position Life Khaki as both stylish and meaningful.
My Role
I led the creative design efforts supporting the product launch. This included shaping the visual identity, developing campaign assets for both digital and in-store experiences, and ensuring every touchpoint—from product photography to packaging—reinforced the sustainability story. My role extended beyond aesthetics; I worked closely with marketing teams to align design with messaging, ensuring the visual direction amplified the brand’s environmental mission.
Approach
The strategy was to build a cohesive visual language that communicated modern style, functional comfort, and authentic sustainability. We anchored the creative direction in real-life contexts, showing the pants on younger models in relatable, aspirational environments—cafés, shared workspaces, weekend streetscapes. The color palette leaned into earth tones and neutrals to echo the natural, eco-conscious story, while typography was clean, modern, and approachable.
Every design choice worked to bridge heritage and innovation. Photography was shot in natural light with candid, movement-driven poses, avoiding overly staged imagery. On-garment tags featured bottle count icons, serving as a tactile reminder of the product’s environmental impact. In ecommerce, product pages included modular layouts that combined lifestyle imagery with close-up texture shots, reinforcing both fashion and quality. For retail, window signage and in-store displays mirrored digital campaigns to create a consistent cross-channel presence.
Fit was also central to the story—slim, straight, and relaxed silhouettes were featured equally, each styled to reflect different facets of the target audience’s lifestyle.
Outcome
The Life Khaki Collection launch succeeded in shifting Haggar’s image from traditional workwear to a contemporary lifestyle brand. Within its first year, the collection diverted more than 14 million plastic bottles from landfills. Sales performance met growth targets, and the campaign secured press coverage in both fashion and business outlets, reinforcing the brand’s relevance to a broader audience. The visual and product strategy worked in tandem to attract younger consumers while maintaining trust with existing customers.
Reflection
This project was a testament to the power of aligning product innovation with purposeful design. The Life Khaki line not only revitalized Haggar’s aesthetic but demonstrated that sustainability can be both a differentiator and a unifier when woven seamlessly into brand storytelling. By creating a visual identity that was authentic, modern, and environmentally conscious, we helped Haggar move confidently into a new chapter—one where tradition and innovation walk side by side.
