With a strong credible foundation as America’s provider of workwear apparel, the European facet of Dickies has sought to cast the fabled brand in a new light. Embodying the same qualities which has made Dickies such a respected and cherished brand, a new direction sees Dickies enter a more lifestyle and fashion forward direction. On the backs of a new and simple website launch, the brand pairs apparel alongside short editorial features which include the likes of photographers Ricky Powell and Brian “B+” Cross getting involved.
Dickies is often seen on your local blue collar worker and everybody’s favorite pop rocker Avril Lavigne. They have recently teamed up with Japanese retailer/brand Beams creating a pair of houndstooth patterned pants. Ironically the people that wears Dickies for its original purposes probably won’t ever set foot in a Beams let alone heard of the popular Japanese brand. Available now at Beams.
