DICKIES

_brand intro

Founded in 1922 in Fort Worth, Texas, Dickies is one of the most iconic and enduring workwear brands in the world. Originally created to provide hardwearing, functional clothing for American laborers (from oil riggers to factory workers) the brand quickly became synonymous with durability, reliability, and no-nonsense design. Today, it holds a unique position at the intersection of workwear heritage and contemporary streetwear culture.

_services

Ground Support delivered comprehensive design and development support for Dickies across multiple projects in 2024. The engagement began with a six-week project, including three weeks on-site at Dickies' headquarters, to restructure the denim line and establish a cohesive design language. Comprehensive fit guidelines, a detailed denim wash library, and packaging directions were developed to ensure consistency across production and retail. Concurrently, Ground Support led two remote capsule projects for ASOS and Urban Outfitters, collaborating with Dickies' merchandise team and retail partners to refine concepts and finalize commercially driven assortments tailored to each retailer's customer base and positioning.