for the waterfront occupation see docker . for the australian football team see fremantle football club . for the british television drama see dockers film . for other uses see dockers disambiguation . this article needs additional citations for verification . please help improve this article by adding citations to reliable sources . unsourced material may be challenged and removed . may 2016 learn how and when to remove this template message dockers 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 under the leadership of bob siegel . 1 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 . contents 1 history of dockers 2 cost of dockers 3 emergence of khaki pants 4 dockers putting focus back on khakis 5 levi strauss & co. 6 2010 campaign 7 references 8 external links history of dockers edit in 1853 2 levi strauss lands in san francisco after leaving his home of bavaria . after getting his business going he resumed selling goods to the american people . some of the goods he sold included clothes and foot wear . by the early 1900s the american army became uniformed in khaki shortly before strauss passes away and his business lands in the hands of four of his family members . still in the early 1900s khakis become domestic and are worn for classier occasions . all the while undergoing a few label changes . 1916 marks the creation of the label levi strauss make which khakis then fell under . in the 1920s levi strauss and co. began the production of women s khakis made specifically for out door activity and comfort all in one . 3 by the late 1920s khaki under goes another label change and now falls under the famous two horse brand . in 1963 the company opened its first warehouse below the mason dixon line . the new factory was located in blackstone virginia . the late 1900s consisted of major moves on a business level making levi strauss and co. a brand that has gone global and been very successful . 4 before going global in 1992 dockers made an appearance on an episode of seinfeld . in the 2000s the company starts producing denim and continues to expand into different countries . by 2011 khakis were being worn by both genders of all ages . cost of dockers edit a 1996 study shows that a pair of dockers pants often had a price range of 50 80 per pair . 5 a study in 2014 helped compare older prices to more current prices within the dockers label . this article 6 shows that in 2014 a pair of dockers pants sells for roughly 140 and a long sleeve shirt reaches prices as high as 120 . 7 because of these prices dockers can be viewed as a brand favored by more affluent households . in 2012 27.9 percent of respondents who came from a household where the annual income was 200 000 or more stated that they owned dockers brand apparel accessories and footwear . 8 emergence of khaki pants edit the khaki pant has been around since 1846 when englishman sir henry lumsden dyed his cotton pajamas to create a uniform more suitable to the climate of india thus creating khakis . 9 more than 150 years later the khaki pant has become a casual clothing staple in the office place . the pants have always had a go with anything motto that was really embraced by dockers when the brand launched in 1986 . 9 khakis really took off when casual fridays gained popularity in offices in the late eighties and lead to the emergence of dockers as being the go to brand . 10 dockers putting focus back on khakis edit recently dockers as a company have gone away from their basic khaki pants and tried to become a more diversified brand . this has not worked out for them as of late . they have overhauled their corporate structure and product assortment in a strategy to try to revitalize their core competency the khaki pant . 11 according to jim calhoun 12 former president of dockers the brand is going back to focusing on what we do best khaki pants for men . 11 dockers is trying to boost the selling of khaki pants as it is a declining product among consumers . the reason for this decline in sales is the fact that people view khakis as a more corporate and office article of clothing . 11 men tend to buy twice as much denim as they do khakis . the brand is trying to revamp the pants by new marketing strategies . they are emphasizing the dockers lifestyle by showing ads depicting the various products for work dress casual weekends and golf . according to levi s global chief marketing officer jen sey the global vice president of marketing for dockers we lost our focus by going after women and trying to incorporate head to toe dressing . 11 she says that dockers will focus on what they do best the khaki pants . levi strauss & co. edit levi strauss & co. is the parent company of dockers signature and denizen . 13 the culture of levi strauss & co. is fueled by strong values creativity and hard work . using innovative sustainable and progressive practices isn t just how we make our jeans and other products it s a principle we value in all of our work . 13 according to the levi strauss & co. innovation is a big part of the company s core competencies . 13 they invented the world s first pair of blue jeans and have implemented cutting edge design techniques . 13 sustainability has been a big part of the company s philosophy as well . the company wouldn t be where it is at today if it weren t for sustainability . 2010 campaign edit in january 2010 the dockers brand launched a 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 . references edit robert c. siegel executive profile & biography . bloomberg . retrieved 2016 05 12 . dockers denmark . www.dockers.com . retrieved 2016 05 03 . a secret history of your pants . esquire . 2012 10 16 . retrieved 2016 05 06 . ferrara miranda h. ; lameau michele p. eds . 2012 . innovation masters history s best examples of business transformation . detroit gale group . pp. 200 203 . isbn 978 141449618 4 . levi s scrambles with slates line . lasvegassun.com . 1996 10 10 . retrieved 2016 05 04 . choy kenneth march 14 2014 . style scoop . canedy dana 1996 10 09 . levi strauss hopes to match performance of dockers . the new york times . issn 0362 4331 . retrieved 2016 05 06 . ipsos . affluent americans who own dockers brand apparel accessories and footware 2011 2012 . statista . retrieved 2016 05 12 . a b zaczkiewicz arthur 27 january 2016 . the new uniform . women wear daily . gottschalk mary 16 september 1993 . dockers hopes to cash in on casual friday . the toronto star . a b c d brenner thomas 1 october 2009 . dockers putting focus back on khakis . women s wear daily . james a. calhoun . bloomberg . retrieved 2016 05 12 . a b c d who we are levi strauss . levi strauss . retrieved 2016 05 06 . external links edit official website retrieved from https en.wikipedia.org w index.php title dockers & oldid 740059913 categories clothing brands of the united states1986 introductionslevi strauss & co. brandshidden categories articles needing additional references from may 2016all articles needing additional references navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages magyar edit links this page was last modified on 18 september 2016 at 20 31 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia 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