Dockers® Goes Back To Its Roots With Updated Original Logo

Levi Strauss & Co.
August 3, 2018

Ready for a touch of retro cool with your modern khakis?

Dockers® is going back to its original 1986 logo, a nautical nod to its heritage as the khaki authority and the brand that defined business casual. Slightly modernized from the original version, the new logo rolls out today through new products and marketing.

Established in 1986, Dockers® quickly secured its place in menswear. The brand is credited with establishing Casual Fridays in the early 1990s with its trusty “Guide to Casual Business Wear.” Its impact on the business casual revolution was so influential, a pair of Dockers® khakis was even included in last year’s “Items: Is Fashion Modern?” exhibit at New York’s Museum of Modern Art.

“As the creators of the khaki category, we are proud of our rich history. Returning to the original logo not only celebrates our roots and heritage, but signals a new chapter for our brand,” said Karen Riley-Grant, vice president of global marketing for Dockers®. “Over 30 years ago, we changed the way men dressed. Today, we continue to give men that confidence and comfort they need to be ready for anything.”

Through its new “Always On” campaign, which launched last year, Dockers® builds on its enduring legacy to ensure guys are not only dressed for the occasion, but also have the confidence to seize any opportunity with the right outfit. Those may include pants from the brand’s Smart 360 Flex line, which are made from a special four-way flex fabric that stretches both horizontally and vertically to deliver maximum comfort.

Check out the new array of Dockers® new, but old-school- inspired, logo products in stores and online now.