Dickies appoints new Global Creative Director and Ecommerce VP

US workwear brand Dickies has strengthened its leadership team with the appointment of Bram Hutchinson as its new new Vice President, Ecommerce (NORA) and Matt Lambert as Global Creative Director.

The VF Corp-owned company, which celebrates its 100th anniversary this year, said Lambert officially took up his new role this week after joining Dickies on a part-time basis at the end of May.

Prior to his current design role, Lambert served at Backcountry as Creative Director from May 2021 to January 2022. He spent almost nine years with sportswear giant Nike, with his last role being Energy, Influencer & NBHD Brand Marketing Director for North America.

Hutchinson joins Dickies from Igloo Products Corp., where he held the role of Vice President of Ecommerce. He also held various roles in ecommerce and merchandising at Stussy, Stance Socks, Lululemon and Gap.

Dickies said via a statement on LinkedIn: "Matt, who started this week, comes to us with an authentic passion and personal connection to the workwear space with the street cred associated with a professional career that spans across lifestyle brands like Nike, Express and Abercrombie & Fitch. Always up for an adventure, Matt and his family jumped at the opportunity to move to Shanghai while he was with Nike.

"That experience combined with his global expansion efforts at Limitless Creative Co has shaped his unique perspective on global branding. Matt is eager to roll up his sleeves alongside the global and regional teams to drive the creative direction and strategic growth for Dickies, globally. The bottom line is Matt makes shit happen and we are excited to watch the magic unfold at Dickies."

Commenting on Hutchinson's appointment, Dickies added: "Bram brings a unique skillset acquired over the past 15 years at high growth lifestyle product companies such as Igloo, Stussy, Stance, Lululemon and Gap. In his role, Bram will make data-informed decisions to execute the digital go-to-market strategy while delivering a best-in-class brand experience to amplify consumer connectivity. We're eager for Bram to roll up his sleeves to lead the digital commerce presence and redefine how we show up on Dickies.com and in the marketplace, in partnership with a great team."