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The History of the Dockers Brand

As you may have noticed, we’ve been busy over the last few months securing a few new brand additions for the Denim Geek roster. One of these is Dockers, who specialise in truly wearable khaki as an alternative to denim whatever the weather. Unless you have been living under a rock the past couple of years, you would of noticed that the chino is back in a big way within menswear.

The Dockers Brand has embodied the spirit of Khaki for more than quarter of a century and Dockers make Khaki trousers that do their job, so the wearer can get on with theirs. The brand have pioneered new apparel with the introduction of Khaki trousers as an alternative to denim and within a few years have became the go-to alternative to a more formal way of dress, with khaki finding its way in to the office as a more comfortable substitute to the suit.

From its origination in 1986, the Dockers brand revolutionised the industry with a range of highly wearable clothes for a versatile, on-the-go lifestyle which it made its own. Its popularity was instant.

The 1980s saw an explosion of colourful styles in men’s clothing. Film and television influenced the way men dressed and the growing popularity of Miami Vice and Magnum P.I saw men replicating the stars of these shows by wearing khaki trousers or coloured chinos with loafers or yachting shoes without socks.

By the mid 1990s, Dockers hit $1 billion in sales as the brand was launched worldwide including Canada, New Zealand, Chile, Costa Rica, the Philippines, Singapore, Indonesia, Hong Kong, Malaysia, Australia and Europe. In 1995, research showed that Dockers Khaki trousers were found in the wardrobes of eight out of ten American men, becoming the definite Khaki pant brand coming out on top despite strong competition from cheaper High Street brands.

By the mid-noughties, Dockers became the instinctive choice for teenagers as the skater-boy look took a hold of the fashion industry for men and women. With such stars as Justin Timberlake, Avril Lavigne, Matt Damon and Ben Affleck choosing Khaki as an alternative to jeans. Worn over-sized and low slung, Dockers came to symbolize the same kind of teenage rebellion that denim did over 50 years before.

As the Khaki revolution continued to spread, so too did the demand for fresher fits and fabrications. The Dockers brand delved into its pant portfolio, re-styled and began to refresh its most popular fits, as well as creating a new and stronger varieties.

This season with Dockers, we’ve taken delivery of several colourways in the Alpha Khaki, the brand’s most superior fitting and comfy pants to date. Boasting a modern fit for a new generation, the Alpha Khaki is the perfect versatile option to endure the changeable British weather.  If they’ve good enough for Bear Grylls, they’re good enough for us.

Dockers Timeline

1986
Levi’s launches Dockers pants as an alternative to denim in the US with the Wing & Anchor logo.

1987
Dockers becomes the fastest growing clothing brand in history.

1988
Launch of Womanswear collection in the USA.

1992
Eight out of ten American men wear Dockers Pants. Innovations in colour and easy-care-fabrics create a higher demand with consumers.

1994
Dockers hits $1 billion in sales and launches the brand in Europe, Asia and Central America.

2000
Dockers is leading the category in Europe and becomes the number one Khaki pant specialist.

2005
Repositioning of the brand to become a total look provider and introduction of San Francisco logo.

2008-9
Focus on marketing campaigns to reflect Khaki-lifestyle and contemporary silhouettes and slimmer fits.

2010
Dockers goes through a further rebranding; reintroducing the Wing & Anchor first seen when the brand launched in 1986. The Khaki trend continues to sweep the High Street, with forecasts looking healthy for 2011.

2011
The Dockers brand launches the Alpha Khaki – The new generation of Khaki for the next generation of Men.

Take a look at our first Dockers Alpha Khaki drop now over at the store.

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