Dockers® Khaki Revolution
The Dockers® Brand Has Defined Authentic Khaki for 25 Years.
The Dockers® brand has embodied the spirit of Khaki for more than quarter of a century. Since its origination, the brand has been perfecting art the art of Khaki ; good looking pants in a full range of fits and finishes as well as the essential goods to go with them for men the world over. No compromise. Just versatile, essential style from Monday to Sunday. Khakis any guy can wear from desk to dinner. Sold in over 40 countries around the world. Wearing the pants has never looked so good.
Dockers® pioneered an entirely new apparel with the introduction of Khaki trousers as an alternative to denim. Within a few years, Dockers® revolutionised the industry, with a range of highly wearable clothes for a versatile, on-the-go lifestyle. Its popularity was instant.
Nineties khaki style
By the mid 1990s, Dockers® hit $1 billion in sales as the brand was launched worldwide including Canada, New Zealand, Chile, the Philippines, Singapore, 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 other cheaper High Street brands.
Ten years later, Khakis became the instinctive choice for teenagers as the skater-boy look took a hold of the fashion industry for men and women.
Khaki comeback
A revival for Khaki was first spotted in Sweden late in 2007. The same group of teenagers hanging out together after classes at the school gates was later spotted at weekends wearing Khaki as an alternative to denim. The buzz soon began to spread, Khaki had become cool again.
Realizing this new trend and high consumer demand, Dockers® was the first to react on the High Street, launching an exclusive Dockers® K-1 Limited Edition range of pants for the true Khaki connoisseur in 2009.
A new generation of pant for a new generation of men
As the Khaki revolution continued to spread, so too did the demand for newer fits and fabrications. The Dockers® D-zero Extra Slim Fit and the Dockers® Razor Fit were all launched within a space of 12 months, such was the demand for Khaki. The rest of the brands pant portfolio was also refreshed, including the Dockers® K-1 Khaki and the popular D-fits, making them more relevant to a modern consumer. Other more trend receptive styles also emerged, including the Dockers® Cargo, Slough Tapered and single pleated pant in a range of Khaki and non-Khaki styles. In 2011, the brand made their boldest move to date, launching the Dockers Alpha Khaki as an alternative to denim; 'Where Jeans End and Khakis Begin'.
Dockers® - Timeline
1986 : LS&CO 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 10 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 the 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.