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Dockers - Wikipedia, the free encyclopedia

--------------------

** Dockers **

From Wikipedia, the free encyclopedia
Jump to: navigation, search
This article is about the clothing brand. For the waterfront occupation,
see Docker. For the Australian football team, see Fremantle Football Club.
For the British television drama, see Dockers (TV programme).

Question book-new.svg
This article *does not cite any references or sources*. Please help
improve this article by adding citations to reliable sources. Unsourced
material may be challenged and removed. /(December 2012)/

Dockers
D dockers logo spr06a 5f38d.png
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


Source: en.wikipedia.org/wiki/Dockers

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