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Ultimate expert on 1985 — Levi Strauss & Co.

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

In 2023, ace turtle acquired the exclusive long-term licensing rights for Dockers in India and select South Asian markets. In February 2024, ace turtle opened the first retail store of Dockers in New Delhi along with a dedicated online store to bring the authority in khaki pants to millions of Indian consumers.

Click Here to shop now

The Legacy of Dockers®

1985
1986
1987
1991
1992
1998
2001
2002
2010
2011
2021
2023
2024

1985

Levi Strauss & Co. employee Susan Kilgore brings a pair of khaki pants made by Levi’s® Japan to the U.S. for a big meeting. They’re called “Dockers,” a colloquial word used to describe longshoremen in Britain.

1986

Levi Strauss & Co. launches the Dockers® brand, targeting Baby Boomers in the U.S. Award-winning advertising helps establish the brand as the most successful new product line in apparel industry history.

1987

Dockers® wholesale volume reaches $1 million in the first year.

1991

Dockers® reaches the zenith of ‘90s pop culture by appearing on “Seinfeld.”

1992

Dockers® nudges the still nascent casual trend forward when it sends an eight-page “Guide to Casual Businesswear” manifesto to 25,000 HR managers across America. Chinos become synonymous with business casual wear and help create the dressed down office style known as “casual Fridays.”

1998

Cartoon dad Homer Simpson is revealed to be a Dockers® man.

2001

Time Magazine names Dockers® Mobile Pant one of the year’s Best Inventions for its hidden pocket, capable of holding a PDA (“personal digital assistant”) device, thus creating a modern pant for modern technology.

2002

A survey shows 7 out of 10 American males own at least one pair of Dockers®.

2010

Dockers® launches a game-changing Super Bowl ad and the iconic Wear the Pants® brand campaign. Dockers® is the most searched term on Google for two straight days after the Super Bowl.

2011

The Dockers® Alpha Khaki is launched with the tagline “Where jeans end and khakis begin.” Alexander Wang, GQ’s Best New Menswear Designer, collaborates on a collection with Dockers®, GQ, CFDA (Council of Fashion Designers of America), and Bloomingdale’s.

2021

Dockers reintroduces its Women's collection with brand new fits and silhouettes inspired by our heritage, including on-trend pleated styles and Dockers Originals for her.

2023

Dockers launches the Go Series, an innovation-based product capsule. Made with performance stretch, moisture-wicking technology, and security pockets, the collection is designed for freedom of movement, technical performance, and versatility.

2024

ace turtle opens first offline store of Dockers in New Delhi along with a dedicated online store www.dockers.in to bring the iconic khaki brand to millions of Indian consumers

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