Dockers launches its first Made in USA line
This is a first step towards a new production approach. Dockers launched its first Made in USA collection mid-November. The American brand, part of the Levi Strauss group, offers a line of T-shirts, sweatshirts and chinos, made in the U.S, from its cotton to its production.
The brand explains that its sustainable cotton was spun in Colorado and Vermont, before going to a factory, called Keep It Here, in Los Angeles, which claims several decades of expertise in the production of clothing and is part of the American group Omniverse, headed by Patrick Stewart. On site each employee of this production unit sews Dockers' pieces in their entirety.
"It takes a lot of work to earn the "Made in America" label, which is why we're extremely proud to launch this collection," says Nic Rendic, the brand's design director. "Each style is infused with our love of the craft and the casual look we're known for. And this is just the beginning for us, we're excited to continue this work and eventually expand our Made in USA line."
This first release, sold on Dockers' retail site, is marketed as unisex and features the brand's classic colors. The tee, priced at 49 euros, is designed as a loose fit and is available in white, black, blue and caviar. The sweatshirt at 99 euros comes in black and caviar and the chino pant with its relaxed and tapered cuts comes in golden brown and navy blue and is retailed at 149 euros.
Basics are at the heart of the brand's revival, which for several quarters has been led by CEO Santiago Cucci.
Over the last quarter, the Levi Strauss & Co group's brand announced a turnover up 13% compared to last year at the same time.
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