Dockers® Anchors Logo in its Roots

Levi Strauss & Co.
April 4, 2018

While there is plenty of new for Dockers® these days, the brand is going back to its roots with a return to its original logo.

Slightly modified for 2018, it’s just the nautical nod the brand needs at a time when logos are having their own throwback moment. As Janine Chilton-Faust, vice president of global design for Dockers® told Women’s Wear Daily, “It’s a magical collision of what’s going on in the market and our brand. We’re the khaki authority and we’re going to amplify that by going back to our roots.”

Established in 1986, Dockers® quickly secured its place in menswear. The brand is credited with putting the casual in Fridays back in the early 1990s with its trusty “Guide to Casual Business Wear.” Its impact on the business casual revolution was so influential, a pair of Dockers® khakis was even included in last year’s “Items: Is Fashion Modern?” exhibit at New York’s Museum of Modern Art.

“As the creators of the khaki category, we are proud of our rich history. Returning to the original logo not only celebrates our roots and heritage, but signals a new chapter for our brand,” said Karen Riley-Grant, vice president of global marketing for Dockers®. “Over 30 years ago, we changed the way men dressed. Today, we continue to give men that confidence and comfort they need to be ready for anything.”

Through its new “Always On” campaign, which launched last year, Dockers® builds on its enduring legacy to ensure guys are not only dressed for the occasion, but also have the confidence to seize any opportunity with the right outfit. Those may include pants from the brand’s Smart 360 Flex line, which are made from a special four-way flex fabric that stretches both horizontally and vertically to deliver maximum comfort.