Dickies ‘New Prep’ collection is inspired by vintage varsity apparel, incorporating influences from academic club uniforms, varsity-style prints, and men’s tailoring. The range comprises Dickies-branded sweatshirts, striped color block button-ups, cargo-style trousers, and standout pieces like the ‘Bakerhill Shirt’ and the ‘Union Springs’ varsity jacket. Consumers can find classic vintage prints like the ‘Westover Stripe T-shirt’ in full-length and cropped versions for menswear and womenswear, respectively. Elsewhere, baggy denim silhouettes like the ‘Denim Chore Coat’ can be paired with the matching ‘Double Knee Denim Pant’ for colder summer nights.
The collection features menswear and womenswear offerings, fusing traditional American varsity apparel with Dickies’ signature style and sportswear touch. The ‘New Prep’ collection from Dickies is available now on the brand’s website.
Image Credit: Dickies
Why This Trend Is Growing
- Varsity-inspired Fashion
- Disruptive innovation opportunity: brands can incorporate vintage varsity apparel influences in their designs to target consumers who want to merge traditional athletic aesthetics with casual wear.
- Gender-inclusive Clothing Collections
- Disruptive innovation opportunity: brands can cater to a wider range of consumers by creating clothing lines that embrace gender fluidity and inclusivity.
- Cargo Styling
- Disruptive innovation opportunity: brands can incorporate cargo-style trousers and a utilitarian feel into their collections as consumers prioritize comfort and functionality in their clothing choices.
Industries Being Reshaped
- Fashion
- Disruptive innovation opportunity: brands can create clothing lines that cater to the vintage varsity apparel and gender-inclusive trends to appeal to a wider demographic of consumers and increase sales.
- Athletic Apparel
- Disruptive innovation opportunity: brands can merge traditional athletic aesthetics with casual wear to offer consumers stylish and comfortable clothing alternatives.
- Retail
- Disruptive innovation opportunity: retailers can incorporate the cargo styling and utilitarian feel seen in the Dickies ‘New Prep’ collection in their own branded clothing lines to appeal to consumers prioritizing comfort and functionality in their clothing choices.
