The Brand known for its NO-NONSE APPROACH to functional wear
As much as Dickies had originally positioned itself as a brand predominately worn by workers, in the late 1980s, the brand started gaining major popularity in street culture. In South Africa Dickies became very popular amongst; skateboarders, trendsetters, Amapantsula, and kwaito stars.
Dickies has since played an important role in the arts; mainly pantsula. Amapantsula’s adaptation of the brand’s workwear represented a sort of reclamation and contextualisation of a way of life to them. In street culture, however; the brand is mostly worn by trendsetters and creatives regarded as ‘cool’. As soon as one is spotted in Dickies, they are instantly deemed a ‘cool kid’.
Dickies South Africa as a brand was largely influenced by kwaito music, more specifically the kwaito group; Trompies. Not only is Dickies an important part of South African culture; the culture has helped shape Dickies as a brand in a South African context.
Regardless of Dickies not being a South African brand, it is authentically woven in South African history and culture.
Dickies presents a range of clothing, footwear, and accessories inspired by its heritage that dates back to over 90 years to its establishment in 1922. Dickies heritage is also heightened by its strong following and brand history the world over. By utilizing fit functionality, fashion, and most importantly– quality, Dickies offers seasonal ranges comprising of tees, jackets, jeans, and trousers together with awesome footwear, headwear, and backpacks. Dickies workwear-inspired clothing is embraced not only by the young, energetic and vibrant but also those individuals of all age groups and walks of life who simply choose to embrace the brand. Born from American roots Dickies remains authentic, uncomplicated, and a little rough around the edges just like the people who wear them. For more information, please visit www.dickies.co.za and follow @dickiesafrica.