DICKIES
Helping to Redefine an Icon
When Dickies wanted to evolve from a wholesale workwear icon to a DTC brand, they approached us to shape their new go-to-market approach, but the partnership that sprang from this first ask went on to influence every corner of the Dickies brand–from the URL to the IRL.
OUR APPROACH
After years of showing up at skate parks, on rap albums, and in artist studios, Dickies didn’t have just one target audience anymore. This audience expansion beyond their blue collar base demanded a sharp strategy for all our work so we could organically resonate with everyone.
THE IMPACT
Our work started with a rebuild of their website and a revitalized retail strategy, but stretched into social media, physical activation, and global campaign storytelling. In the end, the work we did redefined an iconic brand without losing who it was so it could keep expanding its base for another hundred years.
