At 30, Dockers is America’s favorite khaki and more
Thirty years ago, men (and even women) had very limited sartorial choices. If you were a guy, it was either jeans (or chino shorts) and a t-shirt or corporate attire. There was nothing in-between, no smart casual or business casual clothes that men could wear for, say, a first date or dinner and drinks with friends.
In 1986, thanks to Levi Strauss & Co., Dockers was born. The casual pant, specifically in khaki, was Dockers’ first look and it became the brand’s signature—smart like chinos but were as durable and easy as jeans. Dockers pants were perfect for Casual Fridays at the office or a date at the movies.
Dockers, America’s favorite khaki, is recently marked its 30th anniversary with a new campaign dubbed “Yes, They’re Dockers,” which puts the spotlight on how the brand has grown in the past three decades.
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