Dickies has launched a new global brand campaign, dubbed “Dickies Icons,” marking the first time the brand has celebrated all five of its most popular styles at once – the 874 Work Pant, Eisenhower Jacket, Work Shirt, Coverall, and Bib Overall.
Since the brand’s inception in 1922, these signature Dickies’ silhouettes have been deeply woven into our world’s cultural heritage. 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.
“No other collection of apparel has been worn, loved, and respected quite like Dickies Icons,” said Kathy Hines, vice president of global marketing for Dickies. “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’ 874 Work Pant, a universal essential, evolved from the original Dickies 100 percent cotton work pant. Redeveloped in the 1960s to be practically indestructible with a mix of 65/35 poly-cotton blend, the 874’s durability has been tried and tested by workers and skaters alike for over 50 years.
The Eisenhower Jacket, a utilitarian understatement named after General Dwight D. Eisenhower who made the silhouette famous, evolved from uniforms worn by the U.S. Armed Forces during WWII. Its uncomplicated style and easy adoption have made the Eisenhower a uniform staple for nearly 70 years.
The Work Shirt is one of Dickies’ earliest products created over 90 years ago and is the ideal complement to the 874 Work Pant and when worn together is often referred to as the Dickies suit, completing a head-to-toe Dickies uniform.
The Coverall was originally created to protect your ‘street’ clothes at work. Originally made of heavy denim, the Dickies Coverall has evolved with new fabrics and colors but remains undeniably one of the most loved and ubiquitous Dickies styles. And, the Bib Overall, a timeless staple that dates back as the first product ever sold by Dickies nearly 100 years ago in indigo and hickory stripe denim.
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. And, as previously reported by MR, Dickies partnered with Los Angeles retailer Fred Segal to launch a 1,500 square-foot pop-up shop open now through August 15th.