Dickies celebrates 100th anniversary with Made in Dickies campaign

Dickies turns 100 with the launch of a new marketing campaign, Made in Dickies. For a century, the Dickies brand has been worn around the world by ordinary people making extraordinary things. The artists, builders, farmers, plumbers, skaters, welders (the makers) deserve to be celebrated. The Made in Dickies campaign sets out to show the world that these people, their work and stories, often left untold, can be iconic.

The Made in Dickies campaign will kick off by debuting digital, social and short-form video content on multiple platforms throughout North America, Asia-Pacific and Europe. Content will feature four real world individuals that encapsulate the Dickies brand: Michelle Cross, long-haul truck driver; LuLu Salas, farmer; Colleen Winfough, restaurant server; Jo Limmori, electrician and Maurice Dedeaux, cleaner. The campaign’s creative elements are geared toward celebrating 100 years of Dickies through the individuals that not only built the brand, but the world in which we live.

“Reaching this major milestone has led us to evaluate and examine what has made Dickies a household name for 100 years,” says Denny Bruce, Global Brand President, Dickies. “Dickies represents more than just clothing. The brand embodies hardworking people around the world and has transcended into a unique position of cultural relevance. This anniversary represents not only the evolution of Dickies thus far, but the people who’ve made the brand what it is today.”

To amplify the Made in Dickies campaign, Dickies will launch several global consumer activations throughout 2022, marking the brand’s heritage in workwear and its adoption into the lifestyle market through a 100th celebratory collection, a documentary, a limited-edition collectible, and a premium digital shopping experience.

  • Community-focused documentary: In partnership with Vice TV, Dickies will unveil a community-focused documentary profiling subcultures and communities across the U.S. that do not quite make into history books but actively honour their heritage while holding on to their legacy.
  • Special edition book: Artist and illustrator, Lucas Beaufort, has hand painted custom illustrations over top of archival imagery featuring iconic apparel, workers and vintage advertising for a limited-edition book celebrating Dickies from 1922 through today.
  • Digital Maker Marketplace: Dickies will launch the brand’s first ever digital maker marketplace, allowing consumers access to a curated selection of Dickies’ most iconic products, reworked and reimagined by newly established creatives.

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