Dockers

Logo of Dockers

Dockers is a brand for clothes and a trademark owned by Levi Strauss & Co. The brand is best known for khaki trousers, but is also used for other types of clothing and accessories for men and women.

History[]

In the late 19th century, Dockers was a one of the largest boat shoes manufacturers in the Northwest of the Utited States, for people to wear shoes on the Dock.

Levi Strauss & Co. had already manufactured khakis since the early 20th century. In in 1986, they introduced the Dockers brand for business casual clothing for men. The new brand focused on khakis, while Levi's remained focused on denim. In 1987, a women's line was added. In 1993, the brand was introduced in Europe.

In the 2000s, Dockers tried to become a more diversified brand, but with little success. Therefore, they overhauled their corporate structure and product assortment in order to revitalize their core competency. In 2009, Jim Calhoun, then president of Dockers, indicated that by saying: “The brand is going back to focusing on what we do best: khaki pants for men."^[1]