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Dickies, the world’s leading workwear brand, turns 100 with the launch of a new marketing campaign, 'Made in Dickies'. For a century, the Dickies brand has been worn around the world by ordinary people making extraordinary things. The artists, builders, farmers, plumbers, skaters, welders – the makers – deserve to be celebrated. The new campaign sets out to show the world that these people, their work and stories, often left untold, can be iconic.

Honouring Dickies’ blue collar, American roots that have made the brand readily adopted globally, the campaign will kick off by debuting digital, social and short-form video content on multiple platforms throughout North America, Asia-Pacific and Europe. Content will feature four real world individuals that encapsulate the Dickies brand. The campaign’s creative elements are geared toward celebrating 100 years of Dickies through the individuals that not only built the brand, but the world in which we live.

“Reaching this major milestone has led us to evaluate and examine what has made Dickies a household name for 100 years,” said Denny Bruce, Global Brand President for Dickies. “Dickies represents more than just clothing. The brand embodies hardworking people around the world and has transcended into a unique position of cultural relevance. This anniversary represents not only the evolution of Dickies thus far, but the people who’ve made the brand what it is today.”

To amplify the Made in Dickies campaign, Dickies will launch several global consumer activations throughout 2022, marking the brand’s heritage in workwear and its adoption into the lifestyle market through a 100th celebratory collection, a documentary, a limited-edition collectible, and a premium digital shopping experience.

Dickies has partnered with global creative agency This Here to produce 'Made in Dickies' and the global amplification events supporting the 100th anniversary. More information regarding specific activations will be made available over the coming months. For more information on Dickies, follow the brand on Instagram and visit www.dickieslife.com.

The key workwear products featured in the campaign can be found here.