12.02.2026
Dockers is one of the global apparel brands that Ergo Store has supported for years, delivering brick-and-mortar retail spaces across various parts of Europe. What are the most distinctive features of the brand’s store concept, which until 2025 was part of Levi Strauss & Co.?
Dockers was founded in 1986 in San Francisco as a division of Levi Strauss & Co. It was created to offer a clothing line defined by a relaxed, versatile style – positioned between formal dress code and everyday denim. Dockers quickly became a staple of the business casual wardrobe.
Initially, Dockers’ brick-and-mortar store aesthetics were deeply rooted in the brand’s maritime and industrial heritage. Interiors were dominated by wooden structures and raw materials, complemented by powder-coated steel accessories in brown tones. Dense product presentation was a defining feature – the “khaki wall” referenced in the title alludes to the brand’s most recognizable product: khaki trousers.
A major shift came in 2019 with the rollout of the “California Cool” concept. Its hallmarks include natural, eco-friendly materials and bright color palettes. The concept draws inspiration from the West Coast lifestyle. Our company has implemented this concept multiple times across Europe; one of the first projects was the store in Kortrijk, Belgium, completed in 2021.
To adapt its offer to specific markets, the brand uses several retail formats:
Dockers demonstrates that even relatively small retail spaces (40–80 sqm), when designed with a coherent concept and high-quality finishes, can fully express the brand’s strengths. Examples include stores we produced in 2023 in Paris. One is located near the famous Place de la Bastille, and another in the luxury shopping center Carré Sénart.
An example is the store we produced for Dockers in 2023 at 108 Rue La Boétie in Paris. A distinctive feature is the symmetrical furniture layout, with fixtures arranged at comfortable distances from one another. The customer pathway is wide and enriched with decorative elements such as plants and posters.
This “store within a store” solution enables strong visual consistency within a limited footprint. Ergo Store has an extensive portfolio of SIS projects. One example is the shop we completed in 2023 in Lyon, located within the exclusive French department store chain Galeries Lafayette.
Although Dockers is primarily associated with menswear, a women’s line was introduced just one year after the brand’s founding. To this day, Dockers stores are differentiated not only by format but also by assortment – some offer exclusively men’s collections, others women’s.
Monobrand stores, such as the one we produced in 2023 at Centre Commercial Confluence, typically combine both collections.
Wood is the primary structural material used in Dockers retail furniture. Its application creates an atmosphere of warmth, elegance, and hospitality, while also reflecting the brand’s environmental values.
Store interiors are dominated by bright, luminous colors that visually enlarge the space and enhance its freshness. Warm yellows and muted oranges are combined with cool blues and sea greens, referencing the Pacific Ocean and a coastal lifestyle. Natural wood tones complement the palette with texture and warmth.
The evolution of Dockers stores extends beyond visual aspects and includes the integration of modern technologies. To engage younger generations, the brand has implemented an omnichannel strategy that blurs the boundaries between digital and physical retail environments.
In new locations – particularly in emerging markets such as India – stores are equipped with interactive displays and digital terminals. Customers can not only try on products but also access full product specifications, check online color variants, and receive styling advice via QR code scanning.
The evolution of the Dockers store concept also reflects a strong shift toward environmental responsibility. Collaboration with companies such as Recovertex demonstrates the brand’s commitment to circular economy principles. In selected stores, Dockers has organized special initiatives to collect used cotton garments, which are subsequently processed into new fibers.
Sustainability is also embedded in the store design process. Dockers emphasizes the use of eco-friendly materials – from certified wood to low-VOC paints.
The transformation of Dockers brick-and-mortar stores from 1986 to today mirrors broader changes in global retail—from product dominance to experience- and values-driven environments. The shift from the dense “khaki wall” to open, luminous “California Cool” spaces has enabled the brand to successfully refresh its image and reach new customer segments without losing its heritage.
We are proud to contribute to this evolution by regularly producing Dockers stores across various parts of Europe.
05.02.2026
At the end of 2025, we completed another project for the LPP Group in Bosnia and Herzegovina. Once again, the location was Banja Luka, where we produced a new Sinsay store.
