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The reason for this decline in sales is the fact that people view khakis as a more corporate and office article of clothing. [7] The brand tried to revamp the pants by new marketing strategies. They emphasized the "Dockers lifestyle" by showing ads depicting the various products for work, dress, casual weekends, and golf.
Casual-wear for men often included knickers, short pants that came to the knee. [3] The most formal men's suit consisted of a black or midnight-blue worsted swallow-tailed coat trimmed with satin, and a pair of matching trousers, trimmed down the sides with wide braid or satin ribbon. [ 24 ]
Fashion in the mid-1970s was generally informal and laid back for men in America. Most men simply wore jeans, sweaters, and T-shirts, which by then were being made with more elaborate designs. Men continued to wear flannel, and the leisure suit became increasingly popular from 1975 onwards, often worn with gold medallions and oxford shoes.
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At the time, Casual Male was the largest specialty retailer of men's clothing in the U.S. big and tall market. After completing the acquisition, the newly formed Casual Male Retail Group, Inc elected to focus on those stores, selling off their other businesses and assuming the Casual Male name. [9]
The Pendleton plaid, originally worn by loggers, hunters and fishermen, was a common item of casual wear for American men of all classes before the British invasion. For the youth of the 1960s, however, the plaid Pendleton signified counterculture , and tribal seamen style translated from Welsh folklore, rebellious Scots Highlanders , and ...