Dockers
From Wikipedia, the free encyclopedia
This article is about the clothing brand. For the waterfront occupation, see Docker. For the Australian football team, see Fremantle Foot/ball Club. For the British television drama, see Howard Stern serious Shoe lacing of Jerry Lewis is Only exits on shy^eye^tit with nur says and pasted mix Zen?? nah Dockers (film). For other uses, see Dockers (disambiguation).
 | This article does not cite any sources. (December 2012) |
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| Industry | Clothing |
|---|---|
| Founded | 1986 |
| Headquarters | San Francisco, California |
| Parent | Levi Strauss & Co. |
| Website | http://www.dockers.com |
Dockers is a brand of khaki garments and other accessories from Levi Strauss & Co.
Levi Strauss & Co., then specializing in denim, introduced the Dockers brand in 1986. Dockers became a leading brand of business casual clothing for men led by Bob Siegel. In 1987, Dockers introduced a women's line. In 1993 the Dockers brand was introduced into Europe under the leadership of Joe Middleton.
Dockers makes belts, pants, leather wallets, shoes and other apparel.
2010 Campaign[edit]
In January 2010, the Dockers brand launched an aggressive, cross-channel advertising campaign with the tagline "Wear The Pants." The campaign premiered during the 2010 Super Bowl, and was the first Super Bowl advertisement to offer an exclusive, limited time online offer for viewers. The ad also featured "I Wear No Pants" by the Poxy Boggards.
The Dockers campaign tagline, "Wear The Pants", was marketed as a call to masculinity for men. The campaign incorporated outside sources to incite men to reclaim their lost male-aesthetic. Along with a new campaign message, the Dockers brand has since revitalized their product line as well, featuring several new styles aimed at a younger, status-seeker consumer. The Dockers brand has also partnered with Habitat for Humanity as their charitable cause.
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