Those familiar with American heritage workwear brands will know Dickies (Williamson-Dickie Manufacturing Company) quite well alongside others known for durable clothing and equipment.
Surprisingly, despite their 100-year workwear history, their current popularity is actually down to their adoption as an on-trend streetwear brand. Because of their durable clothing, they’ve been a popular name in skater circles, and the skater aesthetic has infiltrated streetwear trends, bringing historical brands like Dickies right along with it.
For a long time there has been a lot of affinity for Dickies among South African consumers in particular, too – so their expansion into South Africa with their first retail store located in Southgate Mall, Johannesburg, should be well received.
The flagship item they’re launching with at the store is their new 847 slim trousers, that will come in a variety of colours from deep blue and stone to grey and black. They also contain a stain release to make them low-maintenance and are wrinkle-resistant too, meaning it’s easy to throw them on with zero fuss. Best of all – they’re retailing for R399, which is a bargain in the menswear scene for quality-made trousers.
Although their heritage lies in the USA, they know the attachment that many South Africans feel for the brand runs deep – so follow them and their “It Runs Deep” campaign and help give them a warm welcome at their store in Southgate Mall.
Take a closer look at their full product range on their website and fill out your wardrobe a bit!