Dickies, a workwear company founded in 1922 by C.N. Williamson and E.E. Dickie, recently launched the new 'Yours to Make' campaign. It features a diverse cast of individuals who take pride in their work, ranging from creating murals to pottery. The entire cast is made up of real artists, creators, and makers -- not actors -- and the commerical starts with the jazz song 'Taint What You Do' by Sy Oliver and James Young but is soon transitions to Channel Tres' remixed version.
Workwear brands have risen in mainstream fashion recently with influencers and celebrities sporting Dicikies at high-profile events ranging from the Met Gala to the Billboard Music Awards. This fashion trend has to lead to an increase in Dickies' brand awareness and customer base.
Contemporary Workwear Campaigns
Dickies' Latest Campaign 'Yours to Make' Celebrates Work Pride
Trend Themes
1. Mainstream Workwear - The rise of workwear in mainstream fashion presents an opportunity for workwear brands to expand their customer base and collaborate with fashion influencers.
2. Authentic Branding - Emphasizing the authenticity of individuals who work in physically-demanding jobs and creating campaigns that celebrate their craft can differentiate workwear brands from others.
3. Diverse Representation - Including a diverse cast of individuals in promotional campaigns can appeal to a wider audience and strengthen the brand's reputation as inclusive and socially-aware.
Industry Implications
1. Fashion - Fashion brands can collaborate with workwear brands to create fashionable and functional workwear collections, catering to consumers' desire for comfortable but stylish clothing.
2. Construction - Workwear brands can innovate by developing more durable, comfortable, and protective clothing that meets the unique needs of workers in construction and other physically-demanding jobs.
3. Marketing and Advertising - Marketing and advertising agencies can create campaigns that celebrate the hard work, dedication, and skills of workers in different industries, thereby improving brand recognition and loyalty.