Dickies

From steelworkers to skateboarders, Dickies is an icon for makers and doers around the world. But after 100 years of crafting fashion forward workwear, the brand felt a little loose at the edges. With plans to enter new markets, Dickies invited us to help tighten the seams and speak to its storied history with an identity fit for the digital world. 

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One of the world's oldest workwear brands, Dickies was founded as a bib-overall manufacturer in the early 1920s. After a century of sewing, blue collar workers remain their core customer. But a new generation of buyers are proudly taking their jumpsuits to the street. What connects this history of workers with new gen wearers? Each of them is a true maker. So we partnered with Dickies to create a dynamic identity that pulls from their rich heritage and celebrates independent makers at the heart.

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Inspired by the craft of textile manufacturing, we established a simple yet bold visual language to unite Dickies traditionally separate ‘Workwear’ and ‘Work Inspired’ collections. Images stretch off the page, naturally cropping like they’re on a pattern cutter. Colour samples always come from the images, creating a cohesive yet flexible feel. Boilerplate text runs in long lines throughout the design, holding sections together like stitching. Even the new typeface: GT America, bleeds out across every page like a piece of fabric, giving text a confident, utilitarian edge.

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By retaining the brand’s famous logo while introducing new visual elements, expressive variations of the classic ox-collar and a new colour picking process, we built a flexible system that beautifully celebrates the varied world of makers. From print and packaging to moving layouts for social, Dickie’s new visual language proudly honours its history of empowering workers, without alienating future makers of all kinds.