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 25 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. Dockers® has 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.

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