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|Parent||Levi Strauss & Co.|
Levi Strauss & Co., then specializing in denim, introduced the Dockers brand in 1986. Dockers became a leading brand of business casual clothing for men led by Bob Siegel. In 1987, Dockers introduced a women's line. In 1993 the Dockers brand was introduced into Europe under the leadership of Joe Middleton.
Dockers makes belts, pants, leather wallets, shoes and other apparel.
In January 2010, the Dockers brand launched an aggressive, cross-channel advertising campaign with the tagline "Wear The Pants." The campaign premiered 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 incite 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. The Dockers brand has also partnered with Habitat for Humanity as their charitable cause.
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