Dickies: to make uniforms to dress ‘skaters’

It is a common phenomenon among clothing and footwear firms: they are born with a goal, but their customers decide to give different use to their products.This is what has happened to the Dickies brand, founded in 1918 in Texas with the intention of producing uniforms for the US armed forces.With the end of the war, their garments were designed for the civilian population and more common offices.Now, the consolidated company develops uniforms for carpentry, masonry, gardening and even the world of health professionals, such as medicine or nursing.

But since the entrance to the era of 2000, their garments have given a new turn.This time they have been skate fans or skateboard who have appropriated Dickies aesthetics.Their pants, bibs and skirts are made 100% cotton to resist all kinds of scratches and scratches, which makes them an ideal piece for those who practice sports such as skate.

Once they took the leap to the street, the aesthetics of work clothes - or workwear, in English - has spread to all levels.Fashion icons such as Chiara Ferragni, Bella Hadid or Dua Lipa have been some of those in charge of launching this new trend.While Chiara opts for the short version of this type of Chinese pants, in the classic camel color and combined with the black belt along with which they have jumped to fame, Dua Lipa and Bella opt for some position in blue and seams in white.

A case with precedents

But Dickies is not the first company to suffer a change in its clientele in a totally involuntary way.Carhartt, one of its main competitors, went through the same process between the 80s and 90s, when the brand became part of the identity of rappers and skating.Despite having been born in 1889 with the intention of selling clothes for "manual workers", a century later ended up wearing characters such as Tupac singer.

Today, Dickies's demand seems to have grown so much among its new buyers, that stores such as Urban Outfitters and Asos have released many of their products for sale.Both bibs or monkeys, such as pants and t -shirts with the iconic brand logo are available in their physical and online stores.

The ‘worker’ style extends

All these garments are encompassed by the same category: the worker aesthetics, that is, work. El impacto ha sido tan grande que la tendencia ya se está extendiendo a tiendas como Bershka, Zara o & Other Stories, donde se pueden encontrar diseños que siguen esta misma línea.