The khaki that built business casual — Levi Strauss & Co.'s answer to Casual Friday.
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Levi Strauss, then specializing in denim, launched Dockers in 1986; under Bob Siegel it became a leading brand of business-casual menswear, added a women's line in 1987 and reached Europe in 1993 under Joe Middleton. When "casual Fridays" swept American offices in the late 1980s, the khaki pant — and Dockers with it — became a wardrobe default.
In 2009 the brand reset around that core competency, with then-president Jim Calhoun declaring it was "going back to focusing on what we do best: khaki pants for men," followed by the 2010 "Wear The Pants" campaign that premiered at the Super Bowl. In May 2025 Levi Strauss agreed to sell Dockers to brand-management firm Authentic Brands Group for $311 million.
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Khaki pants are exactly what Dockers is built around, so it's the category to judge them on. The brand has explicitly described its core competency as "khaki pants for men," and that focus shows in how shoppers talk about the fit and finish. For an everyday business-casual trouser with a recognisable name behind it, most buyers find them a sensible, dependable pick.
Because the brand effectively rode the wave that created it. Khakis became far more widely worn in the U.S. when "casual Fridays" caught on in offices in the late 1980s, and that shift led directly to Dockers emerging as a popular brand. If you're dressing for a smart-but-not-suited office, you're shopping squarely in Dockers' home territory.
It has been for most of its life. Levi Strauss & Co., then known for denim, introduced the Dockers brand in 1986, and it grew under the leadership of Bob Siegel. More recently, in May 2025 Levi Strauss agreed to sell Dockers to brand-management firm Authentic Brands Group, so its ownership has moved on from the Levi's parent.
Fairly early in its run — Dockers introduced a women's line in 1987, just a year after the brand launched. The brand later reflected that it had, at one point, lost focus by going after women and trying to do head-to-toe dressing, and in 2009 it deliberately steered back toward its core khaki pants for men.
While khaki trousers are the heart of the range, Dockers also makes belts, leather wallets, shoes and other apparel. The brand has historically marketed a whole "Dockers lifestyle" spanning work, dress, casual weekends and golf — but if you take only one thing from the line, the khaki pant is the signature.
It was a marketing reset. In January 2010 Dockers launched a cross-channel campaign with the tagline "Wear The Pants," which premiered during the 2010 Super Bowl and was the first Super Bowl ad to offer an exclusive, limited-time online offer to viewers. The tagline was pitched as a call to masculinity, part of a push to reach a younger consumer.
It expanded outward fairly quickly. Dockers went global in 1992, and in 1993 the brand was introduced into Europe under the leadership of Joe Middleton. So while it's an American brand at heart, it has carried its khaki identity across markets for decades.
Long before the Dockers name existed. Levi Strauss landed in San Francisco in 1853, and by the early 1900s khaki-colour chino-cloth trousers — "khakis" — were being worn for classier occasions. In the 1920s the company even produced women's khakis made for outdoor activity and comfort, so Dockers is really a modern label on a very old garment tradition.
It did, which helped cement its everyman image. Before the brand went global in 1992, characters from the television series Cheers were prominently wearing Dockers in the late 1980s, and the brand also turned up in an episode of Seinfeld. That kind of casual on-screen presence matched the brand's relaxed office-wear positioning.
Because that's what it does best. In 2009 Dockers overhauled its corporate structure and product assortment to revitalise its core competency, with then-president Jim Calhoun saying "the brand is going back to focusing on what we do best: khaki pants for men." If you want the most authentically Dockers product, the khaki trouser is it.
