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| Dickies has, over the last decade proved itself a dominant force in the European/American/Australasian streetwear market who’s rise can be tracked alongside the protagonists of the counterculture, xtreme sports, art & music movements. This “street uniform” for the Urban youth is infact the same product worn by the Texas oilfield workers...
Guided by the fact that it is authentic workwear, all products are designed with the working person in mind, Dickies doesn’t design what they would consider fashion products. There is a segment of the fashion business that looks for honest, simple, hardworking, classically styled product & to those people workwear styling represents a fashion statement. If you look at other clearly fashion labels & brands, they’re starting to look more like workwear. So rather than Dickies trying to become fashion, they (Other brands) are trying to emulate the type of product and style/design that Dickies has always carried. This focus on function is what gives Dickies it’s almost anti-brand status. The list of celebrity endorsements for Dickies is impressive, and not least of all, it comes free! Snoop Dogg, Cypress Hill, Simple Plan, Ice T, The Roots & The Black Eyed Peas are just some of the music celebrities who regularly sport Dickies. |
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