Workwear heritage brand Dickies has been synonymous with manual labor and fine  craftsmanship, having been the preferred clothing choice of skilled makers for decades. Which is why it became a pleasant surprise when the brand enlisted creatives and artists, in lieu of traditional laborers Dickies is associated with, in its “Meet the Makers” campaign. 

In the “Meet the Makers” campaign, Dickies featured five individuals making strides in their craft and becoming pillars of their respective communities. 

This campaign couldn’t have come at a more perfect timing, with the ongoing push for better working conditions for creatives and artists reaching high public interest this year. Efforts from private and public stakeholders result in industry-wide proposed policy Philippine Creative Industries Act and various seminars advocating for creative careers.

Omar Baliw, Flo Trinidad, Indio, Thysz Estrada, and Waiian

For this article, we discussed with the ambassadors what this campaign meant to them, their journey on their unique career paths, and why they do what they do. Dickies drew a set of talents in the music, editorial, and advertising sectors that demonstrate the idea of being a maker for the brand. Omar Baliw may be best known for his career as a rapper and principal of the brand HGHMNDS Clothing but he would like to be known best as a provider for his family and his team. Stylist Flo Trinidad sees her profession as a means for storytelling. For her, styling goes further than choosing two garments together, it creates a language that bridges music, art, fashion, and multiple subcultures through clothes. Indio considers himself as a barber before being a rapper. In either profession, he brings his community together and pushes his artisanship to new heights in order to uplift his colleagues’ morale and affirmation to what they are doing. Thysz Estrada assumes the role of being the tita figure of the creative and streetwear community. She is a Creative Director of an ad agency, a writer, and an advocate of LGBTQ+ rights. Waiian is a creative maverick, excelling in his endeavors as a recording artist, skater, model, and anything he decides to. He has an eccentric personality and infectious optimism that allows him to do everything with ease.

PASSION AS PROFESSION

While establishing their careers, these creatives have encountered similar challenges. And with great disappointment, it is a common hurdle for many in this practice. Generally speaking, Filipino creatives tend to get less respect as compared to other commonly accepted professions. This is a resounding sentiment by the five. 

“Early in my career, I’ve always had to defend and explain my choice of work. Most people would only see my work as a hobby more than an actual career…” Flo explained.

Thysz felt this when she switched careers as a middle management employee from a multinational tech company, a position she held for seven years, to a creative director of a modest ad agency last year. She reckoned how others were more receptive of her previous corporate role as compared to her new. But she is not deferred by this treatment.

Waiian also echoed this sentiment. “Because ‘gawa-gawa’ lang naman tong ‘art’ namin. It’s a bummer, but I never felt discouraged by someone else’s opinion. It only made me want to work harder and prove myself that I really am the shit!” [Some people believe that the art we’re doing is make-believe. It’s a bummer but I never felt discouraged by someone else’s opinion. It only made me want to work harder to prove that I really am the shit!]

ARTISTS AND ARTISANS

In a country where creatives and artists are seen as auxiliary workers, commanding respect and even liveable wages are difficult. Not only that creatives are regarded less, they also get paid less. It is a reality that artists have to work two to three jobs in order to keep the lights on, as demonstrated best by Omar and Indio. They had to start their “side hustles” in order to support their rap careers. HGHMNDS, a clothing label in business for a decade, was started by Omar Baliw to compensate for the financial gaps in just selling mixtapes and Indio began barbering to cover the bills.

“It’s a gig economy,” said Thysz, who has to work multiple projects like Omar and Indio to build a sizable income. Furthering the Beloved Makati-based barber and rapper Indio picked up scissors and clippers inspired by a video he stumbled upon online. Seven years deep into the practice, he has cultivated a profound devotion for his craft and love to be of service to his neighborhood. When asked if a creative career track is something she recommends, Flo remarked, “It may be an unconventional path, but there will be opportunities for you when you work towards it.“ 

This editorial campaign effectively put creatives on the same breadth as skilled makers and professionals, recognizing the merits of creative work and the value creatives bring to the table.  “I’ve always felt that creatives should have always been seen as professionals in their own right. If that recognition is now taking notice, it is about time.”, Flo added.

YOURS TO MAKE

With the challenges and risk, people outside the industry might wonder why creatives take on the job. Aside from being driven with passion, there are factors that drive these people to push their craft forward. Some do it for their families, and/or their communities, while others do it just because. 

Contrast to his high-adrenaline stage presence, Omar recalled his struggles and professed his philosophies in a composed manner. His music career was propelled by his fascination with rapping and strong desire to uplift his living conditions by hustling. Nowadays, he speaks candidly about his drive to provide for his family and his team. 

“Kung ako lang, kuntento na ko rito. (Personally, I’m already content with all of this.)” said Omar Baliw while embracing his role as a provider and the extra miles necessary to secure the future of his family and his team. 

Indio does it for his neighborhood. Keeping the barbering tradition of keeping the community together through conversations over haircuts. The same devotion to the community is found on Thysz, who bridges subcommunities through her gift of finding the right fit for the right people. 

For Waiian and Flo, doing it is pretty straightforward. They do it for themselves and for the dreams they have held on over the years. 

The five individual stories also help give an optimistic outlook to the future of this industry. We are heading towards a future where creative work is becoming a viable career track and not just a fallback of sorts. It is a future that is ours to make. People are now encouraged to take their passion into an everyday grind and just like what the ambassadors have proved, it is possible. 

For your family, your dreams, your community, or just for the sake of it, the why is yours to make.