Dickies, one of the world’s leading Lifestyle and workwear apparel providers has announced that its Europe division will be consolidating the lifestyle and workwear product ranges into a united name, Dickies Europe.
Dickies was founded in 1922 in Texas, and stood alongside of generation of workers, equipping them with high-quality and durable workwear since ages. While it began as a humble workwear, it quickly grew into a worldwide force.
Today Dickies is known as one of the prominent lifestyle brands in the market. So, it is only natural to bring their lifestyle and workwear brands together.
Last month, Dickies launched its second installment of the United By Dickies, a digital-first campaign, that is focused on the dignity of work through traditional artisans and culture drivers.
The campaign shed light on the diverse and global apparel community at the core of the Dickies brand. From metalworkers to painters, ceramicists, and beyond, the campaign captured the personal yet universal stories of each, exploring the human beings behind the creative output.
The latest eCommerce site of Dickies will have segmented workwear as well as work-inspired apparel that’s designed for physical and demanding work, alongside work-inspired apparel – hardworking and durable, but worn for leisure and style.
This new approach expands the possibilities for wear and reinforces that Dickies has become much more than just clothes to work in.
