# Contemporary Workwear Campaigns Dickies' Latest Campaign 'Yours to Make' Celebrates Work Pride By Grace Mahas | Published 2019-10-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/yours-to-make References: [thedrum](http://thedrum.com/creative-works/project/sid-lee-dickies-yours-make) & [dickies](https://www.dickies.ca/en/home) [Dickies](https://www.trendhunter.com/trends/schott-1), 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](https://www.trendhunter.com/trends/pizza-spa)' 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. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 33% | Activity: 71% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **Fashion:** Fashion brands can collaborate with workwear brands to create fashionable and functional workwear collections, catering to consumers' desire for comfortable but stylish clothing. - **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. - **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. ## Related on Trend Hunter - [Rising Rockstar Workwear Collaborations](https://www.trendhunter.com/trends/rising-rockstar-blondshell.md) - [Concise Collaborative Modern Workwear](https://www.trendhunter.com/trends/schott-1.md) - [Workwear Street Capsules](https://www.trendhunter.com/trends/dickies-x-thisisneverthat-ss26.md) - [Collaborative Fall-Ready Workwear](https://www.trendhunter.com/trends/fw25-workwear.md) - [Collaboration Retailer Workwear Collections](https://www.trendhunter.com/trends/sheetz-x-dickies-collection.md) - [Workwear Suit Capsules](https://www.trendhunter.com/trends/tripster-x-dickies.md) - [Workwear Capsule Collection](https://www.trendhunter.com/trends/schott-x-dickies.md) - [Utility Streetwear Collections](https://www.trendhunter.com/trends/dickies-and-mastermind-japan.md) - [Collab Refined Workwear Pants](https://www.trendhunter.com/trends/875-pant.md)