Dickies launches 'Made in Dickies' campaign for 100th anniversary

By

Jennifer Braun

Published
Mar 30, 2022

Dickies announced on Tuesday the debut of a new marketing campaign launching to celebrate its 100th anniversary. 

Dubbed 'Made in Dickies', the campaign aims to share the stories of the ordinary people around the world who wear the brand — the artists, builders, farmers, plumbers, skaters, welders, and makers — and to show how iconic their stories can be. 

The campaign, created with global creative agency This Here, will kick off by debuting digital, social and short-form video content on multiple platforms throughout North America, Asia-Pacific and Europe. 

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It features 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. 
 
“Reaching this major milestone has led us to evaluate and examine what has made Dickies a household name for 100 years,” said 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 and further celebrate its anniversary, Dickies will launch several global consumer activations including an apparel collection that revisits and reimagines Dickies’ heritage pieces; a new community-focused documentary profiling subcultures and communities across the U.S; a limited-edition book celebrating Dickies from 1922 through today, as well as the brand’s first-ever digital maker marketplace. 

The VF Corporation-owned brand was founded in Fort Worth, Texas, and is currently available in over 100 countries.