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Dickies is an American born British raised work wear clothing brand that provides fashionable footware, overalls and trousers.
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Beginnings – Texas Family Business
The Williamson-Dickie Manufacturing Company was founded in
1922 ,when the US Overall Company was bought over by Texan
entrepreneur EE “Colonel” Dickie, his cousin CN Williamson and his
son C Don Williamson.
The brand performed well despite the Great Depression.
The company was sequestered to produce uniforms for the US armed forces during World War II.
Evolution of the Dickies Brand
After the war Williamson-Dickie returned to civilian production.
C Don Williamson began a strategic expansion through the United
States; the company grew significantly.
During the 1950s, Texan oilfield workers introduced the brand ‘s
protective clothing to the Middle East, and soon Williamson-Dickie
went global.
In the US, the brand focused on the quality and durability of their
products, with their advertisements targeting the all-American “Man
of Production”.
Men of Production
Evolution of the Dickies Brand
Main Man on Campus
Dickies targeted young adults who typically bought the brand’s
“campus casual” range.
During the 60s the brand produced a series of “campus tiger”
ads aimed at young men looking to make an impression with
their choice of college clothing.
Evolution of the Dickies Brand
Style-Savvy Savers
In the 1970s Dickies stayed focused on consumers who valued social
status, marketing stylish work clothes and casual wear that was
designed to last.
They also started appealing to price-conscious customers by
emphasising their products’ value for money.
Evolution of the Dickies Brand
Work Hard, Play Hard
During the 1980s the brand started appealing to a more diverse audience.
The typical Dickies customer of this era was one who balanced hard work with fun and friendship.
In 1989, the brand was launched on the British market
and Dickies UK was formed selling a great selection
of footwear, trousers and overalls.
Dickies grew to become the leading workwear
manufacturer in the United Kingdom.
Evolution of the Dickies Brand
Dickies Today
In the 1990s Dickies garments became popular as streetwear with
teenage skateboarders in the US, a trend that soon spread to Europe.
The popularity of Dickies as urban streetwear continues today.
World-famous music acts like Justin Timberlake, Avril Lavigne and
Madonna have appeared wearing Dickies clothing on stage.
In recent years, Dickies clothing has also appeared in major Hollywood
productions including Dukes of Hazzard and Herbie: Fully Loaded.
Evolution of the Dickies Brand
Dickies Today
The brand continues to supply specially
designed workwear to numerous
international companies.
Clients around the world rely on Dickies
for great style and comfort, with no
compromise on safety.
Evolution of the Dickies Brand
