How do workwear brands engage with and cater to the more fashion-minded consumers who've chosen to adopt this aesthetic (because it would be bad business not to) without alienating their original workwear customers?
Take collaborations — rather than allow other brands to put the Dickies logo on anything, the brand approaches these partnerships carefully and strategically.
"Dickies had actually never celebrated the five iconic products," says Hines. "We just felt like it was a really, really good opportunity to introduce them formally, to talk about them and showcase them, both from a workwear perspective as well as a more work-inspired or lifestyle perspective. The timing is also intentional because we're celebrating our 100 years starting March of 2022.
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