The promotion, which launched globally Wednesday across the famed Texas-based workwear brand’s digital and social platforms, marks a continuation of its “Made in Dickies” campaign that premiered six months ago to mark the company’s centennial.
Called “Made in Dickies: Generations,” this “sequel” features behind-the-scenes photos and videos of five different types of work and skills that have been passed down by family members over the decades. It spotlights two long established, U.K.-based family-run businesses and three U.S.-based Dickies “Makers”—a BBQ pitmaster, a lowrider mechanic and a singer—whose choice of career was directly influenced by their relative’s expertise in the same field.
The stars of the campaign all wear five iconic Dickies styles in it: the 847 Work Pant, the Eisenhower Jacket, The Work Shirt, The Coverall and the striped indigo/hickory denim Bib Overall, the first product the brand ever produced and sold.
The campaign’s two showcased British small businesses are Newton Green Shoe Repairs, a third-generation, 42-year-old cobbler and shoe mender now run by two grandsons of its founder, an émigré from Cypress, and The Steam Room, an 18-year-old dry cleaner owned by raw denim expert Tony Chung whose father, “Papa” Chung, opened a Chinese takeout restaurant in the same location in 1978.
The three real-life American faces are Kevin Bludso, a noted Southern Californian BBQ chef who acquired his grilling skills from his Texan grandmother; Kay Kaoru, a Japanese transplant who builds and customizes lowrider cars with her husband Mikey, the son of a lowrider legend; and singer Kona Rose, who credits her love of the arts to her mother, who was the first female lead dancer for Michael Jackson’s touring band, and her late father, George Jackson, a film producer and CEO of Motown Records.
Dickies partnered with members of the talent stable at U.K. creative agency Breaks to create the new five-story, family-centric campaign—specifically director Ollie Rillands, photographer Lily Brown, videographer Ali Hutchison and stylist Lewis Munro.
Dickies, whose formal name is the Williamson-Dickie Mfg. Co., was founded in Fort Worth in 1922 by C. N. Williamson and E. E. “Colonel” Dickie. It was privately held until 2017 when apparel giant VF Corp acquired it for $820 million in cash.