Join now to track your orders, manage addresses, receive personalised recommendations and more
BLACK FRIDAY: UP TO -60%
LAST CHANCE DEALS FOR BLACK FRIDAY. CLICK HERE TO SHOP NOW!
ORDER WITH EXPRESS (FREE ABOVE € 75) TO GET YOUR ORDER BY CHRISTMAS
END OF SEASON SALES HAVE STARTED, CLICK HERE TO SHOP NOW!
EXTRA 15% OFF WITH CODE ‘DICKIESFESTIVE’ AT CHECKOUT
SALES HAVE STARTED, ENJOY UP TO 60% OFF
A Proud History Of Dickies - The Evolution Of The Workwear Brand
The Dickies brand began as a bib-overall manufacturer known as the Williamson-Dickie Manufacturing Company, which was established in 1922 when Texans EE “Colonel” Dickie, his cousin CN Williamson and his son C Don Williamson established the US Overall Company.Since then, Dickies has grown from a small family-run business to a multinational corporation supplying a diverse range of workwear including casual and safety footwear, work trousers and jeans, safety wear such as overalls and hi vis vests as well as accessories of unsurpassed quality.
1930s: The Beginnings of American Workwear Style
During the early years, the Williamson-Dickie brand grew slowly but steadily despite the Great Depression. This price list from 1938 clearly shows the brand’s target audience as the All-American family of the 1930s.
1940s: Military Ties
During World War II, Williamson-Dickie was sequestered to produce uniforms for the US armed forces, and following the war, the company returned to civilian production. The post-war years saw the company grow significantly thanks to C Don Williamson’s strategic expansion throughout the United States.
1950s: Quality Workwear for the World
This was the era that saw Williamson-Dickie go global; Texan oilfield workers introduced the brand to the Middle East, and before long Dickies workwear had expanded into the Middle Eastern and European markets. Back home, the brand appealed to customers with a focus on quality for the “Man of Production”.
1960s: Campus Tigers
During the 60s, Dickies adopted a strategy of selling to the “main man on campus” – targeting those who would buy the brand’s “campus casual” range. This decade saw a series of “campus tiger” ads aimed at young men looking to make an impression with their choice of college clothing.
1970s: Affordable Workwear
In the 70s Dickies continued to focus on consumers in search of social status, but also started appealing to price-conscious customers by advertising their products’ value for money. Armed with the slogan “We’re Basic” and a range of affordable prices, Dickies added another dimension to their already successful marketing strategy.
1980s: The Growth of Women's Workwear
During this decade the brand started appealing to a more diverse audience, with the expansion into women's workwear, as well as men's. The typical Dickies customer of the 80s was one who balanced hard work with fun and friendship.
Each product is designed to be durable and longwearing, with only the latest technology used to provide wearers with the most effective safety features. From plumbers to electricians and even executives, consumers in a wide array of professions choose Dickies as their preferred brand.
Newport, South Wales
Follow Tom:Website | Instagram
In the 90’s Dickies were made popular by Julien Stranger and the Anti-Hero team and SF Based skaters, as well as the Zero Team/ Toy Machine Team (1996) Donny Barley, Jamie Thomas, and Adrian Lopez. They made it cool, and by skating in it, the influence started...
Our Italian flow riders were planning a skate trip for a long time this last year, but due to covid-19 lockdown restrictions, the plan just never happened for obvious reasons… However, in September the situation seemed to improve a bit and we found the opportunity to reunite part of the team to hit the road around the North-West coast of Italy.
In 2012, The Harbour Brewing Co. was just a fledgling idea: to brew proper beer ...
From the age of around 13, Ricky fell out of love with playing football and discovered ...
Recently we caught up with talented female bricklayer Katie Smith, to ask her questions...
DICKIES WORKWEAR SINCE 1922 FORT WORTH TEXAS U.S.A.