Century-old workwear legend changes hands: VF to Sell Dickies for $600 Million!

The transaction is expected to be completed by the end of 2025, subject to customary closing conditions and regulatory approvals.

UBS serves as the financial advisor to VF, and LLP law firm acts as its legal advisor.

Dickies' History: From Workwear to Streetwear

The story of Dickies began in Fort Worth, Texas, when C.N. Williamson and his business partner E.E. "Colonel" Dickie decided to create a company that could meet the needs of workers everywhere. In 1922, they established Williamson-Dickie Manufacturing Company with the aim of creating high-quality work clothing for the toughest jobs. The name "Dickies" quickly became associated with sturdy and durable apparel, and by the 1930s, the brand began producing essential pants, shirts, and jackets for the working class.

The evolution of Dickies over the decades

In its early days, Dickies primarily focused on providing practical workwear for the construction, agriculture, and manufacturing industries. The brand's rise was attributed to its commitment to durability, offering tough fabrics and sturdy stitching designed to withstand harsh working environments. Whether it was pants or jackets, Dickies quickly became a trusted name for workers who needed clothing that was both comfortable and protective.

1940s: During World War II, the Williamson-Dickie Company produced uniforms for the U.S. military. After the war, the company shifted to civilian production and expanded under the leadership of C. Don Williamson, strengthening Dickies' reputation as a trusted workwear brand.

1950s: The 1950s marked Dickies' global expansion, driven by Texas oilfield workers who introduced the brand to the Middle East and Europe. The company focused on providing high-quality, durable workwear for "production personnel," solidifying its position worldwide.

In the 1960s, Dickies targeted college students with a new "campus casual" series. By advertising the brand as the choice of "campus leading men," Dickies extended its reach into the youth market, transitioning from workwear to more versatile clothing.

In the 1970s, Dickies expanded its appeal by emphasizing social status and affordability. With the slogan "We are basic," the brand began offering affordable quality workwear, helping it reach a broader audience and further cementing its mainstream status.

How Dickies Became a Streetwear Icon:

From Workwear to Skateboarding Culture

Dickies began to gain fame in the 1970s, but it wasn't until the rise of youth subcultures in the 1990s that it truly became popular. Skateboarding culture embraced the rugged, serious style of Dickies. Skaters were drawn to the brand's durable, oversized cuts, which offered freedom of movement, while its simple, practical style allowed for personal expression. Dickies quickly became entrenched in skateboarding culture, with its iconic pants, oversized jackets, and logo becoming symbols of the scene.

Not only have skateboard enthusiasts adopted this brand, but hip-hop artists, punk rock musicians, and other alternative youth subcultures have also followed suit, incorporating Dickies' work pants and jackets into their everyday attire. This is more than just a fashion trend; it blends practicality with urban coolness, resonating deeply with fashion-conscious young people. Dickies remains committed to high-quality, durable fabrics, ensuring that its clothing is as practical on the streets as it is on the job site.

Iconic Dickies products that have stood the test of time.

Some Dickies products have truly stood the test of time. Whether you're a skater, a worker, or just someone who values well-made clothing, you may have worn or seen these iconic garments.

Dickies 874 Work Pants - Often considered the brand’s most recognized product, the 874 work pants are a true workwear staple. Their cotton/polyester twill construction makes them a favorite in both workplaces and streetwear, offering durability that can withstand harsh environments.

The Dickies Eisenhower Jacket—a classic piece that seamlessly transitions from the workplace to the street. The Eisenhower Jacket was originally inspired by the uniforms worn by American pilots during World War II and was so favored by General Dwight D. Eisenhower that it was adapted for American soldiers to wear. Its timeless versatility and robust design make it as popular today as it was back then.

From its humble beginnings in 1922 to its transformation into a streetwear icon, Dickies has always been a brand that understands the importance of practicality, durability, and style.

Regarding VF

VF Corporation is a leading collection of outdoor, athletic, and workwear brands, including The North Face, Vans, Timberland, and Dickies. VF is committed to providing consumers with innovative products rooted in performance and premium design, while delivering sustainable long-term value for its employees, communities, and shareholders.

About Bluestar Alliance

Bluestar Alliance, founded by Joseph Gabbay and Ralph Gindi in 2006, is a global brand management company that owns, manages, and markets a range of high-end fashion, lifestyle, and consumer brands. This portfolio covers a variety of contemporary and luxury brands, with global retail sales exceeding $10 billion. Bluestar Alliance's network of domestic and international partners provides opportunities to niche and establish brands and develop them into global lifestyle brands. The company manages a portfolio of over 500 licensed manufacturers and a growing brand retail platform with more than 500 stores across North America, Europe, Australia, South America, Asia, the UAE, the Middle East, and India.