Dockers
From Wikipedia, the free encyclopedia
- "Dockers" is also plural of docker.
- For the Australian Football League team, see Fremantle Football Club.
Dockers is a brand of Levi Strauss & Co.
Levi Strauss & Co., famous for denim, introduced the Dockers brand in 1986 in which khakis would become the new alternative to dress pants and jeans for American men. "Nice Pants" was their introductory tag line. The Dockers-style pants, khakis, came into the workplace with the business casual revolution. One year later, Dockers introduced a women's line.
Dockers distinguishes itself for its classic, yet modern cuts, comfort, and particularly its carefree fabric technology with features as: Go Khaki with Stain Defender, Individual Fit waistband technology, Perspiration Guard Shirts, and Never-Iron Cotton Khakis.
In 2002, Dockers khakis were found in the wardrobes of 8 out of 10 American men[citation needed], such popularity thus causing the Dockers brand to be, at times, literally synonymous with khakis. As a result, Dockers has recently adopted the “Dockers San Francisco” global identity and marketing campaign in an effort to evolve beyond the success of its khakis into into a full lifestyle resource, providing head-to-toe apparel for women, men, boys, products for the home and luggage. Under the current "Dress To Live" campaign, Dockers features four clothing specialties: weekend, work, dress, and golf.
To further advance the new Dockers phase, on June 6, 2005, former senior vice president and chief of Kmart Holding Corporation, John Goodman (not to be confused with the actor), took leadership as CEO of U.S. Dockers.
As of early 2007, Dockers currently operates four retail stores in the United States: Mercedes, Texas, Napa, California, Ontario, California,Phoenix, Arizona. With many others in Latin America and Europe.
[edit] Dockers in Popular Culture
- Time Magazine called the Dockers Mobile Pant (pants with discrete pockets along the sides of the legs, apt to carry electronic gadgets), as one of the best inventions of 2001 [1]
- In 1998, Dockers placed a twelve-page ad on Out magazine to celebrate the achievements of 10 lesbian and gay men [2]
- Pulitzer Prize-winning humorist, Dave Barry refers to Dockers as "Pants for the bigger-butted man"
