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

Courtesy: Raymond

Apparel/Garments | On 28th Jun 2017

Raymond plans to invest Rs 1,400 crore in Amravati plant

Raymond, Indian textiles and apparel major, has decided to invest Rs...

Textiles | On 28th Jun 2017

GST and textiles industry: Analysis and opinion

The Goods and Services Tax (GST) is at long last all set to be rolled ...

Textiles | On 28th Jun 2017

India probing dumping of polyester yarn by China

Indian government is probing anti-dumping allegations against a...

Interviews View All

Anavila Misra
Anavila Collection

Fashion shows are also encouraging and highlighting sustainable fashion

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Karan Toshniwal
Orange O Tec

Contemporary industry is paying more and more attention to the...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Yash P. Kotak
Bombay Hemp Company

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

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

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:
July 2017

July 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