SAN FRANCISCO, California: Levi Strauss is parting ways with Dockers. The denim giant announced this week that it will sell the Dockers brand to Authentic Brands Group for US$311 million as it sharpens focus on its core labels—Levi’s and Beyond Yoga.

The move is part of a broader strategy to streamline operations and concentrate on higher-growth segments, including direct-to-consumer retail and women’s apparel.

“The Dockers transaction further aligns our portfolio with our strategic priorities,” said Levi Strauss CEO Michelle Gass. “We’re doubling down on our DTC-first approach, expanding globally, and investing in key growth categories like women’s and denim lifestyle.”

Dockers has consistently made up about 5 percent of Levi Strauss’ net revenue over the past three fiscal years, but the brand has underperformed relative to the company’s core labels. Levi Strauss first signaled plans to offload Dockers last October.

Under the agreement, U.S. and Canadian operations are expected to change hands by the end of July, with the rest of Dockers’ global business transferring by January 2026.

Levi Strauss said it plans to use $100 million from the deal to fund share buybacks.