The Evolution Of The Workwear Brand

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.

Today

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. 

"I love what I do, I think there are so many people in the world today that go to bed on a Sunday night dreading their week ahead and I’m so fortunate that I’m one of the people who goes to bed excited, I can’t wait to go up on Monday and go to work. It’s not just a job it’s a passion and I wouldn’t want to do anything else."

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