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Why Dickies isn’t taking its 100-year legacy for granted
Celebrating its 100th anniversary this year, apparel brand Dickies is on a mission to cater to a diverse consumer base spanning builders and tradespeople to skaters and artists.
Dickies may have launched in 1922 as a workwear provider, but 100 years on the brand is as likely to be worn by skaters and artists as it is by builders and tradespeople.
That said, Dickies does not necessarily see its two consumer bases as being in opposition to each other. Skaters and artists love the brand because it is authentic workwear, not in spite of it, says global CMO Sarah Crockett.
