LEVI’S is calling time on Dockers — the khaki trousers brand that helped define “Casual Friday” for generations of American office workers.
The iconic label is being sold off after nearly four decades, as fashion trends continue to favour stretchy trousers and comfy athleisure wear.
Levi StraussBeyoncé stripped down in a laundrette while clutching a bucket of diamonds and wearing a £77 pair of Levi’s Premium 501 jeans[/caption] AlamyThe move comes as Levi Strauss shifts its focus to its core denim range and Beyond Yoga, the athleisure brand it bought in 2021[/caption] DockersThe sale is expected to close by July 31 in the US and Canada, with international operations following by early 2026[/caption]The denim giant, based in San Francisco, revealed on Tuesday it has agreed to sell Dockers to New York’s Authentic Brands Group in a deal worth up to £307 million ($391 million).
The move comes as Levi Strauss shifts its focus to its core denim range and Beyond Yoga, the athleisure brand it bought in 2021.
Dockers was launched by Levi’s in 1986 and quickly became a go-to for employees looking to ditch the suit and tie.
Its khakis offered a smarter alternative to jeans while still looking relaxed — ideal for dress-down days at the office.
By the 1990s, Dockers were everywhere, becoming almost synonymous with workplace casualwear in America.
While it wasn’t the only brand behind the “Casual Friday” movement, Dockers played a huge role in popularising it.
Workers across the States swapped out tailored trousers for Dockers’ roomier, more comfortable styles, making it a defining look of the era.
Michelle Gass, CEO of Levi Strauss, paid tribute to the brand’s legacy.
“I want to thank the Dockers team for building what has become the authority on khaki,” she said.
“But this sale will allow us to sharpen our focus on our biggest growth opportunities — Levi’s and Beyond Yoga.”
Despite the decision to part ways, Dockers isn’t disappearing. Authentic Brands says it has big plans to revive the label.
“Dockers played a key role in shaping casual workwear as we know it today,” said CEO Jamie Salter.
“We see significant potential to build on that legacy.”
The company is no stranger to reinvention.
Since launching in 2010, Authentic Brands has breathed new life into struggling labels like Reebok, Nautica and Brooks Brothers.
It also manages the rights to famous names including Marilyn Monroe, Elvis Presley and Muhammad Ali.
Rather than manufacturing items directly, the group licences brand names out to other companies who produce and sell the goods.
The sale is expected to close by July 31 in the US and Canada, with international operations following by early 2026.
It marks a significant moment for Levi Strauss, which earned £168 million ($210.6 million) in profit last year on £5 billion ($6.36 billion) in sales.
Fashion experts say the move reflects a wider shift in how people dress — especially after the pandemic, when many ditched formalwear for loungewear and elasticated waistbands.
“Consumers are prioritising comfort,” said one analyst.
“What we’re seeing is the rise of everyday athleisure becoming the new normal.”
Levi’s is now doubling down on denim, boosted by high-profile ads featuring superstar Beyoncé.
In one recent campaign, the Texas-born singer recreated the brand’s classic 1991 Pool Hall ad, dressed head-to-toe in bedazzled denim while playing a game of pool.
It was the second in a two-part campaign called Chapters, featuring Beyoncé in modern remakes of iconic Levi’s ads.
The first, launched in September, saw her recreate the brand’s 1985 Launderette commercial — famously featuring model Nick Kamen.
Beyoncé stripped down in a laundrette while clutching a bucket of diamonds and wearing a £77 pair of Levi’s Premium 501 jeans.
The glitzy promotions signal Levi’s return to its roots, focusing on jeans that built the brand’s global reputation.
But while Dockers may no longer be part of the portfolio, its impact is still felt every Friday when office workers opt for smart-casual comfort over traditional suits.
For many, Dockers wasn’t just a pair of trousers, it was a fashion revolution in cotton.
AlamyLevi’s is now doubling down on denim, boosted by high-profile ads featuring superstar Beyoncé[/caption] Read More Details
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