By Wyatte Grantham-Philips
NEW YORK (AP) – Levi Strauss will eventually say goodbye to the Dockers. By promoting the popularity of “Casual Friday” to a full-fledged brand group, we have signed a contract to sell the brand.
In an announcement Tuesday, the denim giant said it had agreed to sell the Dockers genuinely for up to $391 million. The transaction could start with an initial value of $311 million and add another $80 million to the price based on business performance under new ownership.
The sale arrives as San Francisco-based Levi Strauss focuses on the chain’s Korevi brand, beyond the yoga that the company acquired in 2021.
Levi Strauss CEO Michelle Gass said Dockers’ sales “makes a more consistent line of strategic priorities,” thanking the Dockers team for their commitment to building the brand, saying it “continued to be Khaki’s authority.”
Jamie Salter, founder and CEO of New York-based Authentic, calls Dockers a “natural fit” to the company’s model. “The Dockers played an important role in shaping today’s casual workwear. We believe that based on that legacy there is an important potential to grow a brand in a variety of categories,” he said.
Levi Strauss launched Dockers in 1986, and the brand quickly became a “casual Friday” staple. Many office workers have turned to Dockers khaki and loose button-downs instead of more traditional business attire. The Dockers were not the creator of the sole, only or first office looks, but are widely trusted as an integral part of the “casual Friday” rise, especially in the ’90s.
However, in recent years, brands almost 40 years ago have struggled when they swap oysters, especially since the start of the Covid-19 pandemic, when many shoppers start working more comfortable clothes from home, such as yoga pants and other athletes. And even if there is a return to the office, many dress codes remain more relaxed than before.
Levi Strauss said he began “assessing strategic alternatives” for the Dockers last October, citing recent performances at the time.
On Tuesday, Levi Strauss said he expects to close Dockers’ genuine sales around July 31 in the US and Canada due to customary closure conditions being held back, and in January 2026 for the remainder of operation.
In 2024, Levi Strauss reported $220.6 million in profits and $63.6 billion in revenue.
Original issue: May 20, 2025, 4:45pm EDT
