Home / Knowledge / News / Apparel/Garments / 'Wear with Purpose' tagline replaces 'Legend in Work'
'Wear with Purpose' tagline replaces 'Legend in Work'
30
Jun '09
Dickies, the leading global workwear brand, announces its new brand campaign featuring real, hardworking people, in real jobs with the new tagline, “Wear with Purpose.”

The new campaign includes images of people wearing Dickies as part of their everyday life whether at work or after work. Dickies searched the country for individuals who embody the hardworking ethos and independent spirit of the brand to be featured in the campaign and show the variety of people, backgrounds and jobs who share the common link of loyally wearing Dickies. The campaign features a car fabricator, a tire shop owner, a motorcycle stunt rider, a plumber, a bike messenger and a barber/musician, among others.

“Our consumers come from a wide range of jobs and subcultures,” said Tad Uchtman, senior vice president of marketing for Williamson-Dickie Manufacturing Company. “We recognize that these individuals respect the hard working nature of our brand and acknowledge its relevance beyond work. Dickies is committed to designing apparel that is authentic and uncomplicated so you can be your real self.”

The new “Wear with Purpose” tagline replaces “Legend in Work,” which was used for more than a decade. The campaign and tagline focus on building brand relevance with a broad group of consumer segments.

“The uncomplicated style of Dickies has attracted a diverse consumer base for many years,” added Uchtman. “With the new tagline, 'Wear with Purpose,' our customers can define their personal reasons and occasions for wearing Dickies – whether that's for the durability to get them through the day or the low-key style for life after work.”

The brand campaign begins this month and is supported through national broadcast, print and online media as well as retail point-of-sale.

Dickies

Must ReadView All

Textiles | On 29th Apr 2017

Textile sector may have uniform GST rate: Irani

The textile sector could have a uniform Goods and Services Tax (GST)...

Textiles | On 30th Apr 2017

Government revamping tech mission on cotton

Indian Government is working to revamp the technology mission on...

Apparel/Garments | On 30th Apr 2017

Columbia Sportswear records Q1 net sales of $543.8 mn

Columbia Sportswear Company has announced record net sales of $543.8...

Interviews View All

Viral Desai
Zenitex Mill Pvt Ltd

Full of green energy

Awen Delaval
Samatoa

'Natural fibres are appreciated for traditional authenticity'

Evelyne Cholet
UCMTF

‘France had a reputation of being big in new ideas, but poor in marketing...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X