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At 99, Dickies Shines a Spotlight on Iconic Workwear Styles

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A popup shop at Los Angeles retailer Fred Segal was just the start of Dickies’ early centennial celebrations.

The workwear brand recently launched “Dickies Icons,” a new global campaign that marks the first time the company has simultaneously celebrated its five most iconic styles. The campaign features a diverse cast dressed in the 874 Work Pant, Eisenhower Jacket, Work Shirt, Coverall and Bib Overall.

Dickies is deeply woven into workwear, pop culture and sub-cultures. “From factory workers to fashion and pop-culture icons, ranchers to rappers, skaters to streetwear, the cultural significance of ‘Dickies Icons’ has been defined by the people who wear them,” the brand stated.

The garments’ histories are just as diverse.

Described as an “universal essential,” the 874 Work Pant has evolved from a 100 percent cotton pant into a durable favorite of workers and skaters alike. The Work Shirt, one of the brand’s earliest styles, is a companion piece to the pants. When worn together, they’re often referred to as the “Dickies suit.”

The Eisenhower Jacket, named after General Dwight D. Eisenhower who made the silhouette famous, was a part of the uniforms worn by the U.S. Armed Forces during World War II.

The Bib Overall is a timeless staple that dates back as the first product ever sold by Dickies nearly 100 years ago in indigo and hickory stripe denim, while the Coverall, which was originally made of heavy denim, has become a symbol for self-expression with new fabrics and colors.

“No other collection of apparel has been worn, loved and respected quite like Dickies Icons,” said Kathy Hines, Dickies VP of global marketing. “We see these five styles as a symbol of individuality and universality, the ultimate expression of personal style—worn by the originators who make and shape our world year after year.”

Dickies partnered with global creative agency This Here to produce “Dickies Icons,” which will launch through a multi-platform marketing campaign in North America, Europe and Asia-Pacific, through global digital, social and custom content.

“Dickies Icons” are available on Dickies’ website. The garments are also available at the Fred Segal popup, which remains open through Aug. 15.

Additional popup features include the opportunity for guests to customize Dickies’ core product with chain stitching, embroidery and screen printing. Shoppers can also appreciate Dickies’ heritage in workwear through a three-dimensional brand timeline and enjoy a social-friendly selfie backdrop and collect unique work accessory takeaways like exclusive shop rags, carpentry pencils and tape measures.

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