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.
Dockers is known for the pleated khaki pants that make men look more dressed up. But Dockers also has slim fit pants and fabrics other than khakis and a line of button ups, knits, outerwear and accessories.
“The ‘Yes, They’re Dockers’ campaign will reveal how the brand grew with its customers and connected with new ones by modernizing styles, slimming fits and innovating fabrications,” said Kaths Laudit, Levi’s Philippines.
The new Docker’s campaign was shot by a American lifestyle, nightlife, and action photographer, Brian Kuhlmann, who came up with images that will remind of a cool friend’s Instagram feed. The images showcase the Docker’s look but somehow goes beyond that illustrate how the brand is more than just about khakis and business casual clothes.
Dockers also released a 30th anniversary collection executed exclusively in Dockers Khaki that has been synonymous with the brand. The collection, which is available online, includes trousers and shirts, belts, shoes, sweaters, luggage and many others.
For the opening of New York Fashion Week, Dockers used the popular theme #tbt for its 30th-anniversary bash.
“Thirty years, that’s hard to believe,” said Lisa Collier, Dockers brand president. “We want to take a moment and celebrate what the brand has stood for and its path forward.”
Also present at the party were Dockers ambassadors New York Jets’ Eric Decker, New York Mets’ Matt Harvey and New York Giants’ Victor Cruz, model Tyson Beckford and influencer Dr. Mike Varshavski.
Men began to wear Dockers pants for fun just as much as they did for work starting in the 2000s. In 2001. Time Magazine named Dockers Mobile Pant one of the year’s best inventions because it helped guys discreetly carry cell phones and other mobile gadgets. Later on, Dockers also collaborated with designers Steven Alan and Alexander Wang on limited edition and capsule collections.
For its 30th anniversary, Dockers is also introducing a brand new mantra on how men buy pants: You only need four different styles of pants to get you through any situation. The Jean Cut is your best-looking jeans while the slim fit The Broken has a more lived-in look. The Clean Khaki is the ultimate versatile pant while The Best Pressed is for when you want to look your sharpest.