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Ultimate expert on khaki since 1986

The Dockers® brand has been the authority in khaki pants for nearly 40 years and sparked a revolution in the way millions of men dressed around the world, shifting from the standard issue suit to a more casual look. Today, the brand has evolved into a casual lifestyle brand for both him and her that’s been winning over consumers across the globe. Dockers® is a division of Levi Strauss & Co. and is available worldwide.

ace turtle chapter

1846 – Khaki Invention

Click Here to shop now

The Legacy of Dockers®

1846
1986
1990
1992
1994
2000
2001
2002
2006
2016
2023
2023
2024
2024

1846

Sir Henry Lumsden, stationed in India in 1846, dyed his cotton pajamas with a plant extract, mazari, to create a uniform more suitable to the climate than the traditional red felt issued at the time. Its tawny color, similar to the region’s saffron dust, helps the clothing blend in with sand. The term khaki comes from the Persian and Urdu words for dusty.

1986

LS&CO. launches the Dockers® brand, targeting Baby Boomers. Award winning advertising helps establish the brand as the most successful new product line in apparel history. The men in the Talking Pants advertising campaign ads talk about life, rather than the product.

1990

Three distinct product offerings continue to keep Dockers® king of the menswear market (casual, dress and sport). Women’s wear has its best year ever, setting records in both profit and return on investment.

1992

“Nobody does colors like Dockers®,” announces the new ad campaign. Dockers hops the pond. Capturing the success of Dockers® in the U.S., the brand is launched internationally. Dockers® begins marketing internationally, including in Canada, New Zealand, Chile, Costa Rica, Philippines, Singapore, Indonesia, Hong Kong and Malaysia.

1994

Dockers® hits $1 billion in sales. Dockers® are introduced in Europe. Dockers® Wrinkle Free outsells the competition and gains the highest level of consumer awareness.

2000

Move over denim. Khakis start giving jeans a run for their money in Europe – Dockers® is the #1 khaki pant specialty brand.

2001

Time Magazine names Dockers® Mobile Pant one of the year’s best inventions. You may be a gadget freak at heart, but there's no need to look like one. On the outside, Dockers' Mobile Pant appears to be an ordinary pair of tailored slacks. But tucked inside its waist seams and hidden behind zippers on the legs are three extra mesh-lined pockets for stashing everything from your cell phone to your PDA. One piece of advice: make sure you unload your cache before passing through airport metal detectors, or you'll be outed as a geek faster than you can say Palm Pilot.

2002

A survey shows 7 out of 10 American males own at least one pair of Dockers®. The Little Black Dress commercial airs during the Super Bowl.

2006

Dockers® turns 20 and introduces men to the Four Wearing Occasions, work, weekend, dress and golf. Dockers takes over DNR publication to celebrate it’s 20th anniversary.

2016

Dockers celebrates 30 years in khaki and continues to redefine the way men dress. For January 2016, Dockers continues to be a proud sponsor of New York Fashion Week: Men’s to spotlight up and coming emerging designers and spotlight.

2023

Introduced Signature Collection featuring Stain Defender®, a PFA-free stain repellant performance technology that causes water-based liquids to bead and roll right off without absorbing into the fabric.

2023

ace turtle and Dockers® announced their partnership to launch Dockers® in India

2024

Introduced Dockers® Go, the next-level performance line

2024

ace turtle launched Dockers® in India with the first retail store in New Delhi and a dedicated online store

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