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

Apparel/Garments | On 25th Sep 2017

Vietnam textile sector to gain if EU FTA gets ratified

Experts feel the Vietnam-European Union (EU) free trade agreement...

Prime Minister Narendra Modi dedicating the Deendayal Hastkala Sankul to the nation, in Varanasi, Uttar Pradesh on September 22, 2017. Courtesy: PIB

Textiles | On 25th Sep 2017

Handicrafts trade facilitation centre opens in Varanasi

Prime Minister Narendra Modi dedicated the Deendayal Hastkala Sankul, ...

Apparel/Garments | On 25th Sep 2017

AAFA urges US govt to plug lacunae in military procurement

The American Apparel & Footwear Association (AAFA), an alliance of...

Interviews View All

Sonia Agarwal
Whitenife

‘The terms eco-friendly and organic are common but everyone perceives them ...

Cindy McNaull
Cordura

We have broad range of options in durable fabrics

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Yash P. Kotak
Bombay Hemp Company

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

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

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

September 2017

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

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
74.5%
No
12.8%
Skip
12.8%

Total Votes: 47

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.7%
No
25.5%
Skip
12.8%

Total Votes: 47

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
6.4%
Skip
6.4%

Total Votes: 47

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
70.2%
No
10.6%
Skip
19.1%

Total Votes: 47


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