By  on October 1, 2009

The Levi Strauss & Co.-owned brand, whose classic chinos debuted in 1986 and became the unofficial pant of casual Fridays in the Nineties, is betting the renewed focus on its heritage business will not only stanch slumping sales but also redefine how male consumers wear and think about khakis.

“The brand is going back to focusing on what we do best: khaki pants for men,” said Jim Calhoun, president of Dockers. “Our global team is working hard to make men love their khakis again. The task is big. We’ve got to turn around a declining category — but as the leader, we’re the only brand for the job.”

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