The future of Dockers under Authentic Brands Group

Dockers’ transition began about a year ago when Levi Strauss & Co. sold the brand to Authentic Brands Group. This ushered in a new era for the brand that specializes in khakis.

Even before the takeover was completed in March 2026, the US fashion and media group Authentic Brands Group (Authentic), which also includes brands such as Reebok and Guess, implemented its business model. The group appointed sales partners for regional operations in Europe and Central America.

This third-party strategy mirrors that across Authentic’s growing portfolio, where Dockers was seen as a perfect fit. The approach also underlines the ambitions to accelerate international growth and expand the brand’s product offering.

To gain deeper insights into this strategy, FashionUnited spoke to Jarrod Weber, the group’s Global President of Sports and Lifestyle. Weber discussed category diversification, reimagining e-commerce and intentionally scaling the business.

What are Authentic’s priorities for Dockers after the acquisition officially closes?

Our focus is on strengthening Dockers’ foundation while exploring new growth opportunities. Dockers is an iconic brand built on the ‘Original Khaki’. This has redefined the casual look and remains central to the brand’s identity. We see the opportunity to deepen the bond with long-standing, loyal customers. At the same time, we want to accelerate momentum among younger consumers who are drawn to evolving design aesthetics.

Regarding the partner network, we prioritize working with strong regional operators in key markets in North America. At the same time, we are driving forward international expansion. We are also focusing on expanding the category portfolio domestically. We want to build a comprehensive range that meets the needs of every occasion. Redefining the ‘Dockers Guy’ through marketing will also be crucial in introducing the brand to a new generation.

How do you plan to evolve Dockers’ brand positioning in the short term while maintaining its heritage in casual workwear?

Dockers has a strong heritage in casual wear. Our approach is to build on this foundation and develop the brand so that it reflects today’s clothing style of consumers. Khakis are an integral part of men’s wardrobes and we will continue to offer that to consumers. At the same time, we focus on filling gaps in various categories. This includes casual and functional clothing, elegant tailor-made clothing, golf fashion and denim to establish Dockers as a comprehensive lifestyle offering.

Marketing will play an important role in this development. We invest in culturally relevant storytelling through creative partnerships and immersive brand experiences. This includes pop-ups and campaigns that reposition Dockers for today’s consumers.

We also see an opportunity in denim. This area has historically been underdeveloped for the brand. We plan to establish it as a growth category.

Which target groups are Dockers focusing on in the short term?

From a consumer perspective, Millennials and Gen Z represent a growth opportunity. We are focused on targeting them through our product range. At the same time, we remain loyal to our core Gen X consumers who have been instrumental in building the brand legacy.

Are there any plans to expand Dockers into new product categories or lifestyle segments in the near future?

Expanding categories is an important part of our long-term vision for Dockers. In the short term, we are focused on consolidating the strength of the core business with trousers at the core. At the same time, we are optimizing and expanding our existing categories. Looking forward, we see opportunities to expand into adjacent areas such as denim and tops. We also want to explore broader lifestyle extensions and meaningfully expand the women’s fashion offering.

What opportunities do you see to grow Dockers across different distribution channels such as wholesale, e-commerce and new distribution models?

We see opportunities in different channels. In wholesale, we work closely with important partners to expand and strengthen the entire range. This is how we ensure that Dockers offers a compelling and differentiated retail offering. This includes our license partners such as our core partner Centric Brands for men’s, women’s and children’s fashion, Genesco for shoes and Randa for leather accessories.

E-commerce is an important focus. We are currently revamping Dockers.com in partnership with Centric to create a high-quality, branded digital flagship store. This includes improved fit and product storytelling, a cleaner user experience, and the gradual introduction of new categories.

Marketplace platforms like Amazon offer additional growth. Our approach will be disciplined and strategic. We ensure that we expand sales in a controlled manner with the right range and appropriate brand presentation.

How will the brand’s design, product development and merchandising strategy evolve under Authentic’s leadership?

Our strategy is to build on the strength of Dockers’ heritage while modernizing the product offering. At the heart of it is the promise to make Dockers the best-fitting trousers for every occasion.

We are refining and expanding fit options, improving quality and introducing new materials to improve the overall product experience. The range will evolve to cover the entire consumer wardrobe. These include the ‘Essential Khaki’ as an everyday staple, a more elegant ‘Signature Khaki’, performance-oriented styles such as ‘Dockers Go’ and versatile casual options. Seasonal and lifestyle-focused additions, including golf fashion, will round out the offering.

How do you see Dockers’ role in Authentic’s broader portfolio of lifestyle brands over the next few years?

Dockers is an important brand in our portfolio. It fits very well into Authentic’s strategy of laterally expanding brands in appropriate categories and expanding the fall offering. It is uniquely positioned as a versatile and accessible brand. It can serve as a one-stop shop for modern consumers, whether they live in the city, travel or pursue more active pursuits.

Her heritage, combined with her adaptability, allows her to resonate with different generations. We see Dockers as a brand that every consumer should have in their wardrobe. It is reliable, relevant and constantly evolving.

What would be considered a success for Dockers in Authentic’s portfolio over the next 12 to 24 months?

Success is defined by both operational implementation and brand dynamics. We have already proactively coordinated with some of our strong partners. This enables a seamless transition and ensures continuity with customers and infrastructure from day one.

Building on this, we will focus on driving growth in the most important pillars. This includes upgrading Dockers.com to our flagship brand. We are also strengthening wholesale distribution with a more effective presence and scaling marketplace channels in a considered and controlled manner.

Equally important is our ability to appeal to our core consumers while reaching a new generation. Through strategic marketing and product innovation, we aim to continue positioning Dockers as a culturally relevant and preferred brand for today’s consumers.