Dockers is a brand of khaki garments owned by Levi Strauss & Co.specializing in denim, introduced the Dockers brand in 1986 under Bob Siegel. Dockers consist of belts, pants, leather wallets, shoes and other apparel. In the early 1900s, khakis became domestic and were worn for “classier” occasions. Levi Strauss Make, which khakis then fell onto. Dockers brand launched a advertising campaign with the tagline “Wear The Pants.” The campaign went online during the 2010 Super Bowl, and was the first Super Bowl advertisement to offer an exclusive, limited time online offer for viewers. The ad also featured “I Wear No Pants” by the Poxy Boggards. The Dockers campaign tagline, “Wear The Pants” was marketed as a call to masculinity for men. The campaign incorporated outside sources to help men to reclaim their lost male-aesthetic. Along with a new campaign message, the Dockers brand has since revitalized their product line as well, featuring several new styles aimed at a younger, status-seeker consumer.Levi Strauss and Co. began producing women’s khakis made specifically for out door activity and comfort. The late 1900s consisted of major moves on a business level, making Levi Strauss and Co. a brand that has gone global and been very successful. By 2011, khakis were being worn by both genders of all ages.
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