Levi’s Ditches Iconic Line After 40 Years as Styles Shift—But the Casual Friday Favorite Endures

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Dockers – formerly the epitome of workplace style – is being divested by Levi Strauss as Americans increasingly trade formal attire for comfy pants and casual outfits.

The leading denim brand declared on Tuesday it

has reached an agreement to sell Dockers to Authentic Brands Group, based in New York, for a sum totaling as much as $391 million.

The sale comes as San Francisco-based Levi Strauss increases its emphasis on the chain’s main Levi’s brand, along with Beyond Yoga, which was acquired by the company in 2021. This move aligns with growing consumer preference for athleisure wear.

However, the leaders at Authentic — renowned for acquiring well-known brands as well as troubled labels and breathing new life into them — have ambitious plans for Dockers.

Back in 1986, Levi Strauss introduced Dockers, which quickly became synonymous with ‘Casual Friday.’ Many office employees opted for Dockers’ khakis and relaxed button-down shirts instead of their usual formal workwear.

Although it wasn’t the exclusive—or earliest—inventor of relaxed workplace attire, Dockers has been broadly recognized for playing a key role in the popularity of ‘Casual Fridays,’ especially during the 1990s.

The CEO of Levi’s, Michelle Gass, expressed her gratitude to the Dockers team for establishing what she referred to as ‘the go-to source for khaki.’ However, she noted that it was necessary to concentrate more on Levi’s primary denim line and Beyond Yoga, an athleisure company acquired by them in 2021.

The emphasis on denim was emphasized in
Levi’s latest ads featuring Beyoncé,
Where she replicated moments from iconic advertisements for the benefit of the 501 jeans producers.

The CEO of Authentic Brands, Jamie Salter, stated that Dockers is “a perfect match” and vowed to infuse fresh energy into the brand.

He mentioned that Dockers was instrumental in defining modern casual work attire,” she stated. “There’s substantial opportunity to expand upon this heritage.

The firm has successfully revitalized brands like Reebok, Nautica, and Brooks Brothers, and currently manages the estates of Elvis Presley and Muhammad Ali.

Established in 2010, Authentic does not operate retail outlets or produce goods directly. Rather, it holds ownership of various brands and grants licensing rights to retailers, manufacturers, and promoters who pay for the privilege of using these brand names across a range of items including apparel, perfumes, and eateries.

It is anticipated that the sale will be completed by July 31 in the United States and Canada, while the international activities should conclude by early 2026.

Last year, Levi Strauss announced a profit of $210.6 million from revenues totaling $6.36 billion. In October, they initially suggested the possibility of selling Dockers due to its underperforming status.

Although Dockers might not be as prominent in professional attire anymore, for a cohort of American white-collar employees, its influence endures through every business-casual Friday that substituted formal suits with relaxed chinos.

Beyonce
Has been featured in two Levi’s commercials within the last year, with one airing in September and the other in February.

In the latest instance, she replicated yet another one.
the brand’s iconic ads.

The
Texas
The 43-year-old creator of “Hold ‘Em” was seen sporting a chic denim-on-denim outfit as he played a game of pool in a cozy neighborhood bar.

It was her interpretation of it.
The 1991 Levi’s Pool Hall advertisement
In this scenario, a young fellow wagers his pants on a game of billiards.

Beyoncé enters the cozy bar wearing a sparkling bejeweled denim jacket paired with coordinating Levi’s jeans and eye-catching chandelier earrings. Her short platinum blond locks are fashioned into lush curls, complementing her impeccable makeup look.

The advertisement, named ‘Chapter 2: Pool Hall,’ featured the song ‘Levi’s Jeans’ by Cowboy Carter.
Post Malone
.

For her initial advertisement for the brand, launched in September, Beyoncé referenced an iconic 1980s commercial as she revealed her undergarments.

In the 30-second commercial titled “Chapter 1: Laundromat,” the singer disrobed, recreating a contemporary version of Nick Kamen’s 1985 Levi’s 501 ad.

In Beyoncé’s interpretation, she was depicted with her head inside a laundromat, holding a bucket filled with diamonds and wearing a $98 pair of Levi’s Premium 501 ’90s Women’s Jeans.

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