Dickies calls its streetwear line Dickies Life

By

Olivier Guyot

Published
Feb 4, 2016

Dickies has become a player in streetwear. The US brand draws inspiration from the work outfits it has been producing since 1922. Its durable garments began to be adopted by young Americans in the 1990s.

So much so that Dickies is now an established name in streetwear with its chinos, jeans and checked shirts and overshirts. From 2016, the brand decided to strengthen its image in this segment by renaming the streetwear line Dickies Life. The new line will benefit from a specific communications campaign, a website and a dedicated presence on social media.

The brand will highlight its products as well as its relationship with skateboarding, punk and hip-hop culture, and its art connections too.

In Europe, Dickies Life sells its 874 work trousers in polycotton for €55, shirts for €49, selvedge denim jeans for €109, dungarees for €79 and jackets for €99. The brand is available in about 250 retailers in France.