Dockers
From Wikipedia, the free encyclopedia
- "Dockers" is also plural of docker.
- For the Australian Football League team, see Fremantle Football Club.
| Dockers | |
|---|---|
 |
|
| Type | Brand of Levi Strauss & Co. |
| Founded | 1986 |
| Headquarters | San Francisco, California |
| Industry | Clothing |
| Website | http://www.dockers.com |
Dockers is a brand of Levi Strauss & Co.
Levi Strauss & Co., famous for denim, introduced the Dockers brand in 1986 by 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.
In 2002, Dockers khakis were found in the wardrobes of 8 out of 10 American men[citation needed], such popularity causing the Dockers brand to be, at times, 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.
Slates were a similar line of slacks that Levi introduced many years after Dockers.
As of November 2007, Dockers currently operates eleven retail stores in the United States:
- Arizona
- California
- Florida
- Maryland
- Annapolis (Summer 2008)
- New Jersey
- New York
- Pennsylvania
- Texas
- Virginia
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) one of the best inventions of 2001 [1].
- In 1998, Dockers placed a twelve-page ad in Out magazine to celebrate the achievements of 10 lesbian and gay women and men [2].
- Pulitzer Prize-winning humorist Dave Barry refers to Dockers as "Pants for the bigger-butted man."
- In the Seinfeld episode "The Phone Message," Jerry has a dispute with a girl he's dating about a cotton Dockers commercial which Jerry thinks is stupid, but his girlfriend thinks is clever.
- In The Fresh Prince of Bel-Air episode "The Philadelphia Story," Carlton declares that "there is nothing worse than dirty Dockers" after covering a step he is about to sit on with newspaper.
