Dickies announces the launch of new global brand campaign celebrating heritage

Dickies, the world renowned workwear brand, has launched a new global brand campaign, "Dickies Icons," celebrating almost 100 years in business and marking the first time the brand has simultaneously celebrated its five most iconic styles.

Since the company’s introduction almost 100 years ago, workers from all walks of life have chosen Dickies as their choice when it comes to durable, functional, rugged garments.

Owned by VF Corporation, the brands extensive workwear heritage and adoption of the brand through different subcultures of society has meant in recent years Dickies has become more than workwear.

Showcasing the iconic styles of the 874 Work Pant, Eisenhower Jacket, Work Shirt, Coverall and Bib Overall, the new campaign will launch alongside a multi-platform marketing promotion in North America, Europe and Asia-Pacific, through global digital, social and custom content.

Kathy Hines, VP of Global Marketing for Dickies, commented: "No other collection of apparel has been worn, loved and respected quite like Dickies Icons. 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."

Amplifying the celebration, Dickies has partnered with Los Angeles retailer Fred Segal to launch a 1,500 sq. ft. immersive pop-up shop open now until 15 August 2021.

Further information on the campaign and celebration will be unveiled next month.