100 years with Dickies
In connection with Dickie's 100th anniversary, qUINT with the creative direction of Kristine Solowski has created the campaign "reminiscing the 90's". The campaign celebrates the time when young people in the United States turned Dickies into more than just workwear. It became streetwear.
In 1922, C. Don Williamson started Dickies as a small family business with his father and cousin. In 100 years, the company has gone from producing only overalls, to today being the world's largest manufacturer of workwear.
In the 1990s, young Americans began to open their eyes to Dickies. The young people found the raw styling and durability of the clothing attractive, and Dickies went from being just workwear to a sure hit in mainstream culture. The trend from the US spread to Europe, where Dickies was now also considered a popular fashion brand. Today, Dickies is still a widespread and highly sought after brand among young people.
For our campaign "Reminiscing The 90's" we have gathered personalities with different stories. A look back at the 90s when many young Americans got their eyes open for Dickies. In the campaign, we tribute to two classics, 874 Work Pant and Work Shirt.
They are the epitome of the Dickies workwear look. 874 Work Pant has evolved from the original 100 percent cotton work pant, to today being a blend of 65/35 poly cotton. The Work Pant has been tested by skaters and workers for more than 50 years. Dickies Work Shirt is one of their oldest styles with 90 years of history behind it, it is often styled with 874 Work Pant and the two together are often referred to as a Dickies suit.
