Legendary workwear label DICKIES continues to celebrate its 100th anniversary. Taking part in special capsules and the latest collab developed with Belgian brand LĒO (article available HERE), a « Made in Dickies » campaign is presented.
This series honors the ordinary people who have had an extraordinary impact on the workwear brand.
« Made in Dickies » aims to highlight the work and history of these people in the shadows : artists, bricklayers, farmers, plumbers, skateboarders, welders … that is to say, the actors of this world, who have participated strongly and still participate in the popularization of the brand and indirectly influence the fashion trends. Thanks to them, Dickies has also become a lifestyle label. The « Made in Dickies » video features 5 people who embody the brand : Michelle Cross, long-distance truck driver; LuLu Salas, farmer; Colleen Winfough, waitress; Jo Limmori, electrician and Maurice Dedeaux, maintenance worker. To this campaign and to be accompanied in the various international events related to this 100th anniversary, the legendary brand has partnered with the art agency This Here.
Denny Bruce, President of Dickies International said : « Dickies is more than a clothing brand. It’s the embodiment of hard-working people around the world and has transcended itself to occupy a unique cultural place. This anniversary illustrates not only the evolution of Dickies to date, but also the people who have made the brand what it is today. »
The « Made in Dickies » campaign is built around a series of promotional efforts including a 100th anniversary collection, a community documentary, a limited edition book and a digital designer marketplace.
The apparel assortment consists of iconic Dickies heritage pieces, such as the legendary Chore jacket, work pants, denim overalls and coordinating ensembles. The brand is also introducing the Heritage 100 shirt and pants, as well as 100th anniversary print T-shirts and striped shirts and tank tops. The documentary, created in partnership with Vice TV, highlights the underappreciated American subcultures and communities that have had a strong impact on the brand’s heritage. The book traces the history of Dickies from 1922 to the present. Archival images feature the workwear brand’s iconic pieces, vintage workers and advertisements that are enhanced by paintings by artist and illustrator Lucas Beaufort. The designer digital marketplace will give consumers access to a selection of iconic products reworked by rising fashion stars.
The « Made in Dickies » campaign will be driven by monthly special events. The Anniversary collection is already available in stores and on dickieslife.com. Feel free to follow @dickies on social networks for more information and to discover the new products.
