FORT WORTH, Texas, Oct. 22, 2019 /PRNewswire/ -- Dickies
launches Yours To Make, a new campaign celebrating those who love
what they do and take pride in their work. There are no actors
featured in the commercials, only artists, creators and makers
doing what they love. The hero spot features the television debut
of Channel Tres, a DJ/music producer from Compton, California. Channel Tres also
re-mixes a classic 1940s-era jazz tune for the soundtracks of the
broadcast spots.
Dickies has enjoyed a resurgence thanks to the rise of workwear
in global fashion. The brand has been spotted on fashion icons
across the globe including on red carpets of the Met Gala and the
recent Billboard Music Awards. But, for nearly a century, the
iconic workwear brand has supported the workers around the
world.
"Yours to Make is all about showcasing the pride and the dignity
of workers and makers," says
Dickies Global Brand President, Denny
Bruce. "We want to show everyone that we see them as they
see themselves - producers and contributors. We're here to stand
behind them like we always have." Dickies has found a massive
following of new workers who take joy in bringing their ideas to
life and seek their own paths instead of a traditional nine to five
career.
Dickies partnered with global creative company Sid Lee to develop the campaign. "Few brands in
the world have a century of credibility like Dickies," says
Driscoll Reid, Executive Creative
Director at Sid Lee LA. "Yours To Make is about encouraging a new
generation of makers to forge their own paths." Sid Lee brought in actual makers instead of
casting actors for the commercials. Featured talent in the campaign
include Channel Tres, music producer; Samantha Huston, leather and saddle maker;
Yaniv Evan, mechanic and custom bike
builder; Bob Libo, welder;
Jules Muck, artist and muralist; and
Ronnie Sandoval, professional
skateboarder and member of the Dickies Skateboarding team.
The spots open with the classic jazz tune, "Taint What You Do"
by Sy Oliver & James Young as
performed by Gregg Leonard.
Channel Tres's remixed version then mixes into the soundtrack.
The multi-platform marketing campaign includes national
television, radio, digital, social and custom content that
personifies makers and ignites global conversation.
About the Dickies® Brand
Dickies®, the world's leading performance workwear brand, has
provided workers with durable, functional and comfortable workwear
since 1922, pioneering such iconic styles as the 874® work pant. A
brand of VF Corporation (NYSE: VFC), the Dickies® brand portfolio
continues to evolve and today includes modern apparel, footwear and
accessories for men, women and kids. The brand's range of products
are available in more than 100 countries, allowing individuals
around the world to experience the performance of Dickies®. For
more information, visit www.dickies.com or follow the brand on
Facebook, Instagram and
Twitter.
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SOURCE Dickies