The heritage workwear label’s new campaign “Made in Dickies” pays tribute to the makers that have dressed in its garments for the last century.
“Reaching this major milestone has led us to evaluate and examine what has made Dickies a household name for 100 years,” said Denny Bruce, Dickies global brand president. “Dickies represents more than just clothing. The brand embodies hardworking people around the world and has transcended into a unique position of cultural relevance. This anniversary represents not only the evolution of Dickies thus far, but the people who’ve made the brand what it is today.”
The campaign kicks off by debuting digital, social and short-form video content on multiple platforms throughout North America, Asia-Pacific and Europe. Content will feature four “real world individuals that encapsulate the Dickies brand,” including long-haul truck driver Michelle Cross; LuLu Salas, a farmer; Colleen Winfough, a restaurant server; Jo Limmori, an electrician and Maurice Dedeaux, a cleaner.
A series of projects and apparel collections throughout 2022 will amplify the campaign’s message.
The 100th Collection centers on heritage items like double knee denim overalls with an apron for extra storage, 100 percent cotton denim chore jackets and jeans, and a khaki set is offered for men and women. Items are lined with a special 100-year print. A range of centennial-themed graphic T-shirts, caps and knit beanies round out the collection. The collection retails for $24.99-$109.99
Dickies will launch the brand’s first-ever digital maker marketplace in November, giving consumers access to a curated selection of its’ signature products, reworked and reimagined by newly established creatives.
The company is also eager to share its story through various mediums. In partnership with Vice TV, Dickies will unveil a community-focused documentary in June profiling subcultures and communities across the U.S. “that do not quite make [it] into history books but actively honor their heritage while holding on to their legacy.” The documentary will be followed by a special edition book in November pairing archival imagery featuring iconic apparel, workers and vintage Dickies advertising from 1922 through today with hand-painted illustrations by artist Lucas Beaufort.