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Dickies to open flagship store on Carnaby Street during 100th anniversary year

Tom Bottomley
14 September 2022

US workwear brand Dickies, which celebrates its 100th anniversary this year, is to open its first ever-ever European standalone flagship store at 35 Carnaby Street in London on 1 October 2022.

The new store will carry both men’s and women’s apparel and accessories. Seasonal collections inspired by the brand's roots “will inject newness”, though the store will also have an assortment of Dickies ‘Icons’, including the 874 work pant, the ‘Eisenhower’ Jacket, and its popular work shirt, coverall and bib overall.

Giuseppe Lapenta, EMEA Senior Marketing Manager at Dickies, said: “Carnaby Street is an iconic retail destination in London and the perfect location for Dickies to reveal our first-ever standalone flagship store in Europe.

“We are looking forward to getting closer to our community and showcasing our full brand merchandising proposition. The store will also serve as a physical space for customers to connect with the brand through unique programming, including experiences and workshops, rooted in our brand DNA.”

Samantha Bain-Mollison, Retail Director at London landlord Shaftesbury, commented: “We are delighted to welcome such an iconic brand to Carnaby. Dickies has been revolutionary in workwear and fashion and is loved globally. The brand will bring their spirit to London with their first standalone retail store which is in prime position on Carnaby Street.”

Dickies recently launched the second instalment of its ‘Made in Dickies’ campaign ‘Generations’, shining the spotlight on its maker community and demonstrating different types of work and skills passed on through generations. The campaign marks continued celebrations of the brand's centenary year.

Dickies was founded as Williamson-Dickie Mfg. Co. apparel manufacturing company in Fort Worth, Texas, in 1922 by C. N. Williamson and E. E. ‘Colonel’ Dickie, who began a denim bib overall company selling workwear to farm and ranch hands around the south west of the US.

Today, Dickies is a global brand found in more than 100 countries designing, manufacturing and selling workwear to the automotive, hospitality, construction and medical industries.

The brand’s durable, functional and rugged garments also have a strong presence in streetwear and skatewear independent retailers in the UK, and the new Carnaby Street flagship will help to raise its brand awareness further.

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