Dockers® turns 33 this summer — making the brand the same age as Shia LeBeouf, Drake and Usain Bolt. Here’s a look back at the history of America’s favorite khakis.
A division of Levi Strauss & Co., Dockers® was launched in San Francisco in 1986. Taking its cue from British longshoremen, as well as the khaki pants worn by miners in the 1920s, Dockers® quickly became an American classic, bringing a casual new uniform to every guy’s wardrobe. Offices around the country soon began to look a lot less formal…
Some time around the late 1980s, a bunch of guys sat around in cotton pants talking about nothing much. This was the iconic Dockers® TV commercial, so ingrained in the culture that it provided a major plot point in an episode of Seinfeld (Jerry dumps his girlfriend because they disagree about the ad — she loves it; he hates it), and found its way onto Saturday Night Live and The Simpsons, too.
Can you believe there was a time when nobody had ever heard the phrase Casual Friday? Dockers® is often credited with inventing the concept (it actually got started in the 1960s as “Aloha Friday’, when the wearing of Hawaiian shirts was encouraged — you can see why this didn’t quite catch on). But when Dockers® mailed its Guide To Casual Businesswear to HR managers in the 90s, it sparked a revolution. By 1995, casual business clothing was permitted in the offices of nine out of ten companies.
Cellphones were a little chunkier back in 2001, and storage could be a challenge. The Dockers® Mobile Pant offered a genius solution — a pant with hidden pockets where you could stash your cellphone and other high tech gadgets of the time. The pants made Time magazine’s list of the best inventions of 2001, another milestone in the brand’s commitment to innovation.
Dockers® recently brought back its original logo, featuring two wings and an anchor in a nod to its nautical inspiration — but that doesn’t mean it’s looking backwards. The brand’s innovative Smart Series™ brings genius product technology to your wardrobe (and your footwear), with its game-changing comfort and flexibility.
And that’s not all: Dockers® is on a roll right now with its collaborations: fresh from its partnership with celeb stylist Karla Welch, it’s just teamed up with Atelier & Repairs on a line of reimagined and repurposed khakis.
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REV. DR. SALATHIEL J. HENDERSON, I
September 12, 2019