Established in 1922, Dickies is a brand synonymous with reliable workwear and functional garments. The brand originally manufactured denim overalls and workwear for farmers in the American Southwest but quickly developed its collection by tending to the needs of construction professionals, medical workers, and every specialist that needs durable clothing that can withstand the beatings of manual labor. This straightforward approach to clothing sustained Dickies’ business and expanded its reach across generations and continents.
In the Philippines, Dickies has offered a different selection of clothing done with the same attention to detail and high regard for build quality. The brand put a priority on wardrobe essentials, providing quality basics for casual everyday use. For quite some time, Dickies’ presence in the Philippine market has been defined by everyday staples including graphic tees, collared shirts, denim, chino pants, and the like for the general public. The brand also showed involvement in certain subcultures and micro communities from metalheads to racing enthusiasts. The recognizable Dickies logo went from Southwestern workers to the backs of Filipino heavy metal band Slapshock and the liveries of motorcycle racing team Access Plus Racing-Okada Manila that competed internationally.
Despite the brand’s firm position in the Philippines, Dickies sees an opportunity to truly elevate the brand to meet the legacy it has built for almost 100 years. This year, Dickies is tapping its workwear roots and heritage of making clothes that lasts. The brand is taking the opportunity to reintroduce itself with a collection that signals a refined direction that reaffirms its history and origins. The new collection features various iterations of workwear staples such as coach jackets, long sleeve shirts, cargo pants, and a hickory cut-and-sew jacket. Dickies also included stylish selections including bucket hats, french terry sweatshirts, messenger bags, and a slip-ons sneaker. This collection draws parallels with the ongoing moment for workwear that became the response against the fast-moving fashion trends and fleeting styles.
Images — Ryle Justin Uy
Production — Monday Off
Dickies’ reintroduction also takes the time to recontextualize what workwear means. The brand recognizes that the notion of making is no longer exclusive to the workers and craftspeople of old but also to more contemporary artisans, artists and makers. The brand’s iconic logo and motif are now shared by ranch hands, tradesmen, artists, and everyone that appreciates high-quality clothing. “Dickies doesn’t just outfit workers with quality apparel, but also aims at driving the culture of making, and support independent makers to create and make with their passion, pride and creativity.”
In an accompanying editorial campaign, Dickies highlights the comfort, durability, and timeless style of their garments while navigating the cityscapes. The city’s constant motion is appeased by the well-fitted apparel, accessories, and footwear by Dickies. This campaign showcases that gone are the days when there is a need to choose between comfort and style — this workwear collection features both.
Dickies also enlists local creators in the Yours to Make campaign which will launch soon, where they feature modern makers and creators in an effort to localize the brand that captures the diction and nuances of the local creative community. They are launching their flagship store at Robinsons Ermita on March 26, while the Lazmall store will accommodate online purchases soon.
