Dickies recently sent over some press materials for post consideration, about their Spring 2021 campaign called United by Dickies.
United by Dickies features 12 Makers who showcase the brand’s newly released workwear and work-inspired clothing.
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Dickies says:
The campaign embodies the human aspect of what it takes to be a Maker today – the emotions, challenges, successes, values, passions – and the shared stories that unite the Dickies community.
To be frank, this seemed interesting, but was it interesting enough for a dedicated story? I clicked on to learn more.
(Note: My wife thinks parts of the post sound sponsored, but it’s not. This is just me finding interest in a topic I don’t typically find very exciting, and there’s really no way to naturally tone things differently.)
Shown above is a work short with “vintage cowboy-inspired print.” And yes, there are matching pants. This doesn’t just break the mold as to what work clothes can look like, it shatters it. Goodbye preconceptions.
While this particular printed work shirt pattern doesn’t quite align with my personal tastes, I find it refreshing that it’s an option.
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One thing I’ve learned is that people can have very different needs when it comes to work clothes. While larger companies might require that workers wear branded uniforms, and individuals who work with customers and clients directly might still prefer subdued aesthetics, there are a lot of fabricators, woodworkers, and other workers who have a bit of freedom in their work clothing choices.
And no, not everything is as bold as the cowboy-inspired cactus print fabric.
Here’s a new FLEX short sleeve short that’s also new and part of Dickies’ Spring 2021 collection.
Meet the Makers
Following are some of the other new Dickies work clothes options, from their Meet the Makers page.
With their United by Inspiration messaging, Dickies says they are focusing on the human aspects of what it takes to be a Maker today – the emotions, challenges, successes, values, passions – the shared stories that unite the Dickies community.
I’d assume that the Makers modeling the new Dickies work clothes collection chose their pieces deliberately, to suit their personal preferences and needs, as opposed to simply showing off clothes selected for them.
The Color Code
The different Makers’ captions are color-coded.
The grey color represents the Flex and Duratech collections. Dickies’ Flex work clothes are said to increase mobility while still featuring tough construction, and the Duratech bottoms are designed to be 2X stronger than typical work shorts and pants, featuring Flex, duck, and ripstop constriction.
The brown color represents the Temp-IQ and Authentic Utility collections. Temp-IQ features dual action technology that Dickies says is designed to “maintain your ultimate comfort by actively cooling you down while wicking away moisture.”
The Authentic Utility collection features women’s workwear that is designed for women by women. These work clothes are designed with the same level of durability as Dickies’ men’s workwear.
This part of matching durability is important. I was talking to a female contractor a few years ago at a media event, and she mentioned having to switch over to men’s jeans and work clothes because women’s-specific clothes kept falling apart on her.
The golden color denotes the Spring collection, with “new colors and fits.” These items essentially offer new colors and designs “without sacrificing function.”
Discussion
Some of Dickies’ new collections of work clothes still scream out “hey, these are work clothes,” and that’s okay. Some of the other pieces are… different than I would have expected from the brand, and that’s okay too.
As I mentioned in the title, this screams to me “work clothes with personality.”
I’ll usually intermix work pants with casual pants, but I can’t say the same about work shirts. But, I think I’d actually wear some of the items in Dickies’ new collections, such as the olive green ripstop short sleeve shirt.
Here’s that Flex olive green shirt again. Yes, I know that it’s basically Dickies’ popular short sleeve work shirt but with a different fabric, but for some reason this appeals to me a bit more.
Here’s Dickies’ regular short sleeve work shirt. Does the Flex ripstop shirt look a bit more casual to you too, or is it just me?
I debated whether or not to post about the new workwear collections and the United campaign, but it seemed interesting once I took a closer look. The clothes are new, and so is the marketing approach.
The new offerings work against a lot of general impressions I’ve formed about Dickies over the years. I’ve worn some of their pants before, and they were comfortable but nondescript. I might have worn Dickies shirts, but if I did nothing stood out to leave me with a lasting impression.
I’m surprised that a company that I associate with bland functional-first designs would have so many designs I’d readily add to my shopping cart. (If anyone at Dickies is reading this, I’m sorry, but it’s true. Thumbs up on finding a way to shift the direction of my thinking.)
Do any of the new Dickies work clothes catch your attention?
Do you have any review requests?
See Also:
Mike (the other one)
I hate short sleeve work shirts. The sleeves always look weird. I prefer long sleeves, and roll them up as needed.
TMedina
Oh thank God, I thought I was the only one.
Koko The Talking Ape
I’m the same way.
I’ve heard that some shops don’t allow long-sleeve shirts, because they can get caught in machinery and such. I bet they wouldn’t allow rolled up sleeves either. The rolled up cuffs can flop around and get caught on things. maybe long-sleeve t-shirts are okay?
Hush House
Short sleeves are the way to go. In the Air Force we were allowed to cut our sleeves and hem them on our greens. Untucked and cool on the flight line.
Kevin
i think youre right, it does look better. in fairness, there will be some who dont think that “style” has any place in choosing work clothing, so ill say this; replace style with planned design and then see if you dont like the idea a bit more. yes, sometimes style is just trying to make something more appealing. but it can also mean taking the time to make something thoughtfully, to allow the user to better employ or enjoy said item. seems like this is what dickies is going after.
just my 0.02
Nathan
the advertising seems very contrived and leaves me flat but I like other dickies products so I’d look at them.
I found in the summer I end up using columbia performance shirts – they are often marketed for fishing or hunting. but the breathable back is a must have.
Bob
If I showed up to the job site in cactus and cowboy print the guys would laugh there collective @$$es off. That doesn’t bother me and it shouldn’t bother you. But it really doesn’t look professional and it could be construed by a lot of people you don’t take your job seriously.
Certain professions many expect people to wear nontraditional workwear. Artists, sculpters, painters (mona lisa not your living room wall) etc. Most people don’t see a trim carpenter as an artist. Anyone who has seen them build a curved stair case knows better. BUT most people are going to assume “that guy” – insert trade job here-doesn’t know what he’s doing or it’s just too cool for his job i.e. difficult to work with and will seek out other contractors.
I am all for expressing your individualism but dressing unprofessionally on the job site puts a target on your back. You better be really good at what you do because your under a microscope.
On the flipside if you or your whole crew dresses like this I guess it’s an opportunity for branding and marketing. “Yeah the trim carpenter, his whole crew dresses like they buy their clothes at Salvation Army. But man the guys finished early and did great work!”
The marketing seems a bit silly. Artists are by definition nonconformists. They are able to identify and portray beauty the average person cannot. I really don’t think they’re going to buy into a mass market brand. In reality I think Dickies is looking to get into the casual clothing market. They spiced up there newly designed workwear with some casual prints/colors. The thought process being “customer X likes wearing our shirt 12 hours a day at work maybe the other 12 hours he might like one with a cool casual pattern?”
If Dickies came out with a better shirt than their traditional workshirt they’ve had for years I’m all for it. That thing is terrible. It doesn’t breathe, it doesn’t stretch, whatever its chemically treated with makes it feel weird. And that’s coming from a guy who wears Dickies pants regularly. I’ll try one of these shirts if I see one at my local clothing store. I typically like a cotton or mostly cotton blend but you never know.
Stuart
True, but consider that a lot of people don’t work directly with colleagues or customers.
A woodturner, welder, or metal fabricator that works alone or with few others might have the freedom to select any work clothes without having to worry about anyone judging their choice of colors or pattern.
In some workplaces, individual workwear selections are commonplace and even preferred. Consider scrubs – there are a wide range of colors and also printed patterns for healthcare professionals. Policies can range depending on the employer or environment.
As for breathability:
Dickies short sleeve work shirt: 65% Polyester/35% Cotton
Dickies Flex ripstop short sleeve work shirt: 98% Cotton/2% Spandex
I didn’t read too much into the marketing, but I appreciated the varied selection of makers and that was enough to get me looking at the new collections.
Bob
I agree there’s definitely situations where you can get away with wearing nonconformal apparel. I still think most situation are not those. My comment was more of a cautionary tale to the folks coming up. You can wear what you want but know you will be judged negativley for it if its nonconformal. Figuring out a career is hard enough without making it harder on yourself. I get it. It’s not fair. It’s not right we should only care about the quality of a persons work. But then again nobody said life is fair.
Besides when your wallet is full, you’re established in your field and you’re running the show you can wear whatever you want.
As to construction if it is mostly cotton and a little bit of spandex for stretch. I’m definitely more interested.
david brock
Well with those blends they won’t be selling any to people that work in hot environments where the clothing can melt/burn and around high voltage. Leaves me out.
Kent
The clothing looks fine, and since I work in machine shop type places but have to dress almost “business casual” I might be a customer.
But seriously, this type of ad copy is such a joke. Do these people even read their own stuff? Who approves garbage like this? “The campaign embodies the human aspect of what it takes to be a Maker today – the emotions, challenges, successes, values, passions – and the shared stories that unite the Dickies community.”
Really? What it takes to be a Maker: some tools and skills. “Dickies community” Is there a secret handshake nobody told me about? Carharrt has an almost cult-like following (Because they make amazing clothes that work, and are worth the price) yet there’s no “Carharrt community”.
I *hate* this kind of marketing.
Steve Shafer
Amen, preach it brother. Marketing gets stupid sometimes, but remember someone hand those poor working slobs this line of clothing and said make it sound cool. Still irritating.
Dt
Yeah, I was reading this and thinking that it’s a little too early for an April Fool’s joke post.
Mat
https://www.carhartt.com/content/carhartt-community
🙂
Jared
I can’t imagine buying a white workshirt to, you know, work in – but I like the look.
I wear work clothes most of the time when I’m not at work (I’ve a white collar job these days). I have a farm and many greasy hobbies, so I usually end up in work clothes or coveralls when I’m not in the office. It’s really comfort and durability that come first – but I wouldn’t object to having stuff that looked better.
Jesse
I’ve bought a few white collared button downs to work in. Paid cheap money for them and pressed them into service roofing for a summer. They breathed, reflected the sun, and I was generally cooler in them.
candrews
Once these start showing up at our local Goodwill, I’m happy to perform a field test.
skfarmer
that cowboy print shirt maybe. the shorts and pants?
didn’t some of you have jammies like that when you were little?
not that there is anything wrong with that……..
Brian A
They are launching a millennial hipster doofus campaign for the average joe. Marketing is such garbage these days for just about everything, stupid people copying stupid ideas. Will the pants be 4″ too short so you can show off your hideous “trendy” socks?
Plain grainy
Reminds me of a cartoon I’ve seen. Farmer noticed his son had stopped working up ground, tractor was setting still. Farmer drove out to investigate. Found his son setting on the ground leaning with his back against the tire. The farmer asks his son what’s wrong? The son replies the radio broke. Seems like the generation gap is wider in this era.
Tom
If they don’t have matching shorty shorts, count me out
skfarmer
maybe to stick with the cowboy theme there will be some ass-less chaps!
🙂
Kentucky fan
This looks like they are trying to copy carhartt w.i.p. the European carhartt “lifestyle” brand. Basically going after the hipster crowd.
Jack
Next time, get those who post here to design the brand and clothes. Seriously, what market are they after?
Plain grainy
I think the Tangerine t-shirt is a lively color. Would go good with the highly rated Steelcase Series 1 Tangerine office chair I’ve been watching.
Bob
The new ad campaign is certainly different from the same old, same old Dickies has been doing forever.
Interestingly enough Redcap another VF brand has been doing the same thing. I have been inundated with ad copy because I bought both redcap and dickies in the last couple months it’s almost getting to Spam level of emails from both of them at this point.
Dickies was acquired by VF in 2017. Could be that VF is trying to manupulate the maket and push Dickies one way or another to increase the brand and ultimatley profits. So the usual stuff that large conglomerates always do.
I always thought the Dickies pants were good for the money. The price has been creeping up tho. Other brands start looking more attractive at a higher price point.
Plain grainy
It’s sometimes hard to evaluate clothing on the shelf. Actually wearing the clothes for a period of time, that will give you pro’s & cons. But it’s ultimately the wash/ dry tests that reflect the true value.
Plain grainy
Always nice to have a lot of choices in clothes. Colors, styles let people wear what they like. I think it’s a good thing!
Plain grainy
Sun protection should be considered when choosing work clothes. SPF-50 , UPF-50 ratings are available these days. But the protection disappears gradually through washing, so you may need to purchase more often.
blocky
Growing up, Dickies always had a pretty solid showing w/ skaters, punks. Durable clothes that are neutral enough to be low-key staples.
It’s too bad (for me), they don’t and probably never will offer anything “slim, trim, athletic, slightly fitted, tailored cut”.
To me, the corniest thing about this isn’t the maker testimonials, it’s the “Spring 2021” conceit. Some of their classics could surely use an overhaul without turning the needle to full fast-fashion.
blocky
*an update, not an overhaul
Bob
I’m certainly no fashionista so I could be off base here but to me the original cut 874’s are not baggy. Not sure I would want anything tighter than these without alot of stretch material in them. There is a model of Dickies with the leg pocket that I would consider pretty baggy. Perhapse you tried those?
Again I don’t like the “skinny Jean” style so I could be wrong. Although when it comes to work shorts I prefer the Larry Bird vs LeBron James length. OK maybe not as short as Larry Bird’s shorts haha
I would say look for some European brands because those are usually a slimmer cut but typically the european imigrant tradesmen I run into have those pants with the integrated kneepads and reflective tape. Those are pretty baggy I would consider.
I think Stuart did a post about some work pants they looked kind of slim cut but I remember them being really expensive.
Good luck either way. Let us know if you find a good brand.
Stuart
https://toolguyd.com/dickies-performance-gdt-premium-work-pants-review/
The GDT work pants have a relaxed fit, in my opinion. Maybe you could consider it a straight cut, but definitely not slim.
Doc John
Thanks for going out into new topics .
Paul
Work clothes for the most part are function over fashion. Hence the word work. Only exception is say the three piece tailored suit holdover from the 1800s…no function whatsoever even when paired with steel toe wing tips (yes these exist).
Most work shirts are a subdued color for its ability to hide dirt and/or sweat streaks. A white shirt is the total opposite…fashion over function.
Dickies keeps hiring designers and contracting manufacturing to Asia so they have no clue. Their product gets sold in Walmart. That alone tells you why their popularity has declined precipitously. I mean their pants survive 2 laundry cycles with me before they are full of holes. Only Walmart store brand is worse.
Bob
While I agree the old school 874 pants are not super high quality I think you got a lemon if they got holes in 2 washes. I average about 2 years out of a pair.
When I was paying about $15 a pair it was a good value to me. I just bought a couple new pairs they were $25. Not sure if that’s because of inflation, Covid scarcities who knows? But the value proposition is starting to go the opposite way. These are made overseas with a high content of plastic not sure how they could cheap them out anymore without sacraficing durability.
Marc_D
Those cactus & pony shirts will look just fine with my Homer Simpson welding mask.
Next stop, pajamas wear for construction sites.
Adam O’Neal
Carolina boots has been a huge supporter of the “Maker” movement for a few years now, and it seems to be working out for them. Maybe Dickies should sponsor some YouTube videos.
eddie ski
I just donated most of my Dickies pants (work pants that I know longer wear). Plus I was miffed Dickies changed their denim carpenter pants quality (thinner denim weight, never have sizes). And I need cotton (in case I’m welding) as well as duck/canvas.
I’ve moved on to Duluth, 511 and still searching for those heavier weight denim carpenter jeans with side pocket for phone, and hammer loop for key carbiner.
Thom
I would buy the cowboy shirt for puttering around in my workshop on weekends