Dockers is a brand of khaki garments and other
Levi Strauss & Co. Levi Strauss & Co., then specializing
in denim, introduced the Dockers brand in 1986. Dockers
became a leading brand of business casual clothing for men
under the leadership of Bob Siegel.
The Khaki pant has been around since 1846 when Englishman Sir Henry
Lumsden dyed his cotton pajamas to create a uniform more suitable to the
climate of India, thus creating khakis. More than 150 years later
the khaki pant has become a casual clothing staple in the office place.
The pants have always had a go-with-anything motto that was really
embraced by Dockers when the brand launched in 1986.
Yes, this clothing brand is more than just Khaki pants. They
design shirts, shoes, belts, etc.
In January 2010, the Dockers brand launched a cross-channel
advertising campaign with the tagline "Wear The Pants." The campaign
premiered during the 2010 Super Bowl, and was the first Super Bowl
advertisement to offer an exclusive, limited time online offer for
viewers. The Dockers campaign tagline, "Wear The Pants" was
marketed as a call to masculinity for men. The campaign incorporated
outside sources to incite men to reclaim their lost male-aesthetic.
Along with a new campaign message, the Dockers brand has since
revitalized their product line as well, featuring several new styles
aimed at a younger, status-seeker consumer.
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