An Icon Turns 30: Happy Anniversary to the Dockers® Brand

Levi Strauss & Co.
January 25, 2016

Get ready to toast the Dockers® brand and celebrate 30 years of khaki. A cornerstone of menswear ever since it was first introduced in 1986 in San Francisco, Dockers® have been at the heart of the casual movement, dressing men for every occasion from head to toe. The brand’s thoughtful innovations and meaningful details have always served a purpose, not a trend, which made Dockers® an instant and lasting American classic. Today, the Dockers® brand continues to be America’s favorite khaki and offers a wide range of apparel and accessories with no compromises in quality – just versatile, essential style. An iconic brand for good guys everywhere, the Dockers® brand is available worldwide in 60 countries, on six continents.
Dockers® has been leading men through the what-to-wear wilds for 30 years by crafting go-to styles for nearly every moment in a guy’s life. Designed for the office, not the gold mines – Dockers® quickly became a menswear staple. In fact, the Dockers® brand drove the business casual revolution of the 1990s with the invention of Causal Fridays. The khakis became so ubiquitous that Dockers® were found to be the pant of choice for 7 out of 10 American males by 2002 (and the unofficial Dad pant of 2015). Not to mention, its iconic commercial in the late 1980s sparked mainstream attention from Seinfeld to Saturday Night Live to the Simpsons (a meme before there were memes).
Khaki pants have a storied history, and the Dockers® brand has added an impressive chapter. From khaki pants from the 1920s unearthed in a mining cave, to TIME Magazine’s 2001 selection of the Dockers® Mobile pant as one of the best inventions of the year, here at LS&Co. we’ll be exploring the rich history of our favorite tan pants all year long to ring in the Dockers® brand’s 30th year. We’ll be sharing the remarkable artifacts and stories of real people, as well as the trendsetting Dockers® products that have helped foster America’s love of khakis.
This week, the Dockers® brand will return to the Sundance Film Festival for the fifth year in a row as the presenting sponsor for the Variety Fandango Sundance Studio. Coming soon at New York Fashion Week: Men’s, Dockers® will also be hosting the opening party in partnership with the Council of Fashion Designers of America; this will also serve as the official kick off to the brand’s 30th anniversary celebration with press, retail partners and consumers world wide. Last but not least, now on display in the Atrium of our LS&Co. headquarters office in San Francisco, visitors can check out our Dockers® 30th exhibit showing off khaki and Dockers® products from as far back as the 1920s.
Stay tuned for more history and celebrations in honor of the Dockers® brand’s 30th anniversary!