Dockers. Always a fit.

Client
Dockers
Year
2025
Industry
Apparel
Visit
https://dockers.com
Introduction

From the brand that set the standard in ‘86, a new era of effortless style is here.

Dockers finds its voice (again).

Dockers changed casualwear forever in 1986. But in a crowded market, staying relevant means evolving. Our task? Reintroduce Dockers for today—without losing what made it iconic.
Dockers asked us to reexamine who they are and what they stand for. We partnered on brand strategy, audience definition, design standards, and a full repositioning that modernized their heritage. Then we brought it all to life through creative executions, from global campaigns to in-store moments.
Brand strategy
Research, audience definition, brand positioning and tagline.
Brand identity
A new approach to photography, color, typography and more.
Launch campaign
A global 360 campaign, from TV to display ads to website.

Anchored in legacy, made for today.

For decades, Dockers was the go-to for easy, polished style. But as trends shifted, the brand needed to reassert its place in modern menswear.
Through a mix of research, sales data, and focus groups, we zeroed in on the Dockers’ customer—someone who values quality, simplicity, and clothes that flow from Zoom calls to backyard hangouts. By rooting Dockers’ voice in its laid-back heritage, we gave the brand a straightforward tone that resonates with this audience’s busy life and evolving tastes.

Dad pants and proud.

As we grow, we start valuing simplicity and quality more—maybe Dad was onto something all along.
Father’s Day was the perfect moment to reveal our bold new brand voice, unapologetically owning Dockers’ “dad pants” reputation. By speaking directly to 
the 30-something consumer’s life stage, we proved that casual ease can still pack plenty of personality.

“Working with Unentitled felt like having a true creative partner by our side. The team was collaborative, thoughtful, and fully invested in getting it right.”

Nick Rendic
VP Creative Director, Dockers
Bold meets classic–and never fussy.
We freshened up Dockers’ classic color palette with a few modern accents, paired big, confident typography with their iconic logo, and locked it all together under “always a fit.” The result was both familiar and fresh. To unify things globally, we created a straightforward brand toolkit—covering voice, visuals, and in-store ideas—so every team, in every region, could execute with clarity and confidence.

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