Dickies Celebrates 100 Years with a Campaign Dedicated to “Real-world” Women

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Dickies Celebrates 100 Years

Dickies’ 100th-year campaign is a departure from the company’s usual branding initiatives. This time it doesn’t feature celebrities in Dickies clothing but focuses on real-world women including a trucker, a farmer, and a restaurant server. 

The new “Made in Dickies” campaign will debut with digital, social, and short-form video content on multiple platforms across North America, Asia Pacific, and Europe with stories of working people wearing the brand. 

“Reaching this major milestone has led us to evaluate and examine what has made Dickies a household name for 100 years,” said Denny Bruce, global brand president, Dickies, who said the brand “has transcended into a unique position of cultural relevance.” 

Currently a brand of Denver-based VF Corporation, Dickies was founded in 1922 in Fort Worth, Texas, as a manufacturer of durable workwear for the working people that was a sensation amongst the skater culture and musicians. Soon the fashionistas adopted it as a street style brand, pairing utilitarian basics with couture accents. 

Kaia Gerber, model, and daughter of supermodel Cindy Crawford, showed her Dickies style in 2018 when she attended fashion week in a $35 pair of coveralls paired with a studded leather jacket and a pair of sunglasses from the Moncler x Palm Angels fall collection. 

Other celebrities spotted in Dickies include members of the Kardashian/Jenner family, Bella Hadid, and Billie Eilish. 

The “Made in Dickies” campaign celebrates the everyday men and women, who didn’t just build the brand, but also the world we live in. It features truck driver Michelle Cross, farmer LuLu Salas, farmer and server Colleen Winfough, alongside electrician Jo Limmori and cleaner Maurice Dedeaux. 

The 100th anniversary celebration will also see the brand add a few heritage pieces of clothing to its existing line including denim overalls, pants, and a chore coat; a khaki matched set; and 100th year graphic t-shirts. Dickies will also be launching its first-ever digital maker marketplace to give consumers a curated selection of “reworked and reimagined” products. 

A documentary is also in the pipeline in collaboration with Vice TV, along with the publication of a limited-edition book bearing hand-painted illustrations on the top of archival imagery of apparel workers and vintage advertising from 1992 to today.