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Dickies Channels Workwear Roots with Community-Focused Campaign

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Rivet Awards honoree Dickies celebrates its heritage and gives back to the community with a new initiative focused on the “dignity of work.”

The workwear brand’s “United By Good Work” campaign highlights three community-based organizations connecting the public with meaningful service opportunities, including Alma Backyard Farms, which gives formerly incarcerated individuals opportunities in urban farming; Habitat for Humanity of Greater Los Angeles, an organization dedicated to making sustainable and affordable housing a reality; and 11:11 Creative Collective, a women-led art and culture program that develops art installations and arts-related educational programming.

Denny Bruce, global brand president at Dickies, said the pandemic was a strong motivator for the campaign.

“We’ve all had a lot of time to reflect and, although the past year has not been easy, as a society we’re emerging with a new sense of appreciation,” he said. “At Dickies, we can’t think of a better way to apply that appreciation than by celebrating these communities that are united by good work.”

The campaign, created in partnership with global creative house Daze, has already launched on the brand’s website and social media pages with dedicated content that promotes each initiative. Imagery also shows community workers dressed in Dickies apparel, like its ToughMax duck carpenter pant, Sherpa lined chore coat and T-shirts with cooling performance properties.

The concept directly connects back to the brand’s rich workwear history spaning almost 100 years. In 1922, the brand launched as a bib overall provider. During Word War II, it produced millions of uniforms for the nation’s armed forces before expanding into the European and Middle Eastern markets, where Texas oilmen introduced the brand to Middle Eastern oil fields.

Since then, the label has become a household name linked with workwear, pop culture and sub-cultures. Its versatility has landed it partnerships with everything from uniform apparel brand Mount Vernon  to singer Halsey’s About-Face beauty brand.

Recently, it honored its five most iconic styles—the 874 Work Pant, Eisenhower Jacket, Work Shirt, Coverall and Bib Overall—in a “Dickies Icons” campaign to celebrate its almost-centennial anniversary.

As next year marks 100 years, more celebrations are expected in the coming months.