VF Corp. Sells Dickies To Bluestar Alliance

Summary

• VF Corp. will sell Dickies to Bluestar Alliance for $600 million, ending a seven-year partnership.
• The sale signals a new direction for the iconic workwear brand, aligning it with Bluestar’s growing portfolio of streetwear-centric labels like Off-White.

VF Corp. has made a significant move, selling its workwear powerhouse, Dickies, to brand management firm Bluestar Alliance for $600 million USD, according to BoF. The sale marks the end of a seven-year partnership that began with VF Corp.’s $820 million acquisition of the brand in 2017.

Despite Dickies’ ubiquitous status as an American workwear label — a brand beloved by construction workers, skateboarders, and street fashion legends — it has struggled under VF Corp.’s ownership, even leading to a “deep turnaround” plan and the relocation of its headquarters. So one can expect that a lot is about to change at the 874 Pant purveyor.

In the mass-market menswear sphere, the sale is a game-changer, as Dickies straddles a unique position between rugged workwear and trendy streetwear. The cultural relevance behind Dickies makes it an ideal addition to the Bluestar Alliance portfolio. As of recent years, the firm has demonstrated a keen eye for the intersection of luxury and streetwear, recently adding Off-White and Palm Angels to its brand family.

The acquisition suggests a renewed focus on Dickies’ cultural impact, potentially revitalizing its presence in the very subcultures that have championed it for decades.

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