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By: Levi Strauss & Co.

Date: 1997

Source: Dockers Advertisement. The Advertising Archive Ltd. Image no. F147 121.

About the Organization: Levi Strauss & Co. was started in San Francisco in 1853 as a small dry-goods business. The company began making denim jeans in its factories in 1873. The business grew rapidly, and the name "Levi's" soon became synonymous with denim jeans.

Introduction

In the mid-1980s, Levi Strauss & Co. responded to a fashion trend away from jeans by developing a line of men's casual pants called "Dockers." The company started out slowly with a small line of pants that were modeled after the first khakis (also called chinos), that were originally introduced to the public in 1958. A new version of the tan cotton pants, originally part of a military uniform, were offered as a dressier option for men who normally wore jeans after...