Dockers® | Levi Strauss & Co.

“Wear the Pants” — the new brand platform celebrates the reemergence of khaki as a masculine, everyday way for men to distinguish themselves. The intent of the campaign is to put forth a new definition of masculinity, one that embraces strength and sensitivity and ultimately encourages men to once again “Wear the Pants™.”

The Dockers® Brand has defined authentic khaki for more than 20 years. Since its introduction in 1986, the Dockers® brand has been perfecting khakis — and the essential goods to go with them — for men and women all over the world. No compromises in quality. Just versatile, essential style. We have taken an enduring, admired brand and made it stronger. Last fall, Dockers® embarked on a journey to reinvigorate the khaki category, with a new and improved Signature Khaki line and Soft Khakis collection in stores across the United States, as well as a global marketing campaign, “Wear the Pants.” More styles. New fits. Bold colors. And a debate about the modern definition of masculinity that is helping to reignite the khaki category. We have taken the category we owned and reinvented it for today.

Khaki is back.

Dockers.com