Dockers Men's Fashion Brand

Dockers is a brand of khaki garments and other accessories from Levi Strauss and Co. Levi Strauss and 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. Three facts do the defining: the khaki garment, the 1986 launch out of a denim company, and the business casual category the brand came to lead. Dockers is one of the most iconic khaki brands ever, and the profile that follows earns that claim from the record, not from decoration.

The category phrase deserves attention, because business casual is the Dockers invention this record actually documents. A denim specialist introducing a khaki line in 1986 was not adding another jean; it was dressing the office on the days a suit was not required. The outcome is a leading brand of business casual clothing for men, under the leadership of Bob Siegel. A man researching Dockers should hold those two together: the brand's authority is categorical, not seasonal. It stands or falls on whether khaki garments can carry a working wardrobe, which is exactly the question the khaki history in the next section answers.

Khakis From 1846 to Wear The Pants

The khaki pant has been around since 1846, when 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. And the record is firm that the brand is more than the pant: yes, this clothing brand is more than just khaki pants - they design shirts, shoes, belts, etc. The directory also carries the parent onward: the Levi Strauss and Co. definition in the guide's definitions section is linked in this page's lists, where the denim parent's own record sits.

The campaign history completes the arc. 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 tagline 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 the 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. The verdict on the whole story: Dockers led a small revolution to usher comfortable and cool into the workplace, perfecting their craft one great pair of pants, one successful moment at a time. No official brand site is listed for Dockers, so this page lists no References entry for the brand.

Reading This Dockers Record

Read as a buying guide, the record gives a man a wardrobe logic rather than a shopping list. Start with the khaki pant, the garment with the 1846 pedigree and the go-with-anything motto, because the brand was built on it; then build outward through the range named above - shirts, shoes, belts and the other accessories - in the business casual register the brand leads. The 2010 revitalization sentence is the record's fit guidance in disguise: newer styles aimed at a younger, status-seeker consumer sit alongside the classic office staple, so a buyer should decide which Dockers he is shopping before he judges a pair. No prices, fits by name or fabric weights are stated.

Dockers, under D in the Men's Fashion Brands directory: a brand of khaki garments and other accessories from Levi Strauss and Co., introduced in 1986 and grown under Bob Siegel into a leading brand of business casual clothing for men, heir to a khaki history that begins with Sir Henry Lumsden in 1846, relaunched in the public eye by the Wear The Pants Super Bowl campaign of January 2010.

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