Home / Knowledge / News / Apparel/Garments / Dickies kicks off 874 Versus campaign
Dickies kicks off 874 Versus campaign
27
Sep '10
Dickies, the leading global work wear brand, announced the retail availability of the Detroit 874, a limited-edition, U.S. made work pant benefiting unemployed workers in Detroit. For every pair of Detroit 874s sold, Dickies will donate a pair of Original 874 Work Pants to The Salvation Army of Metro Detroit to assist workers in need.

The Detroit 874 is a unique adaptation of Dickies' classic 874 work pant and represents a program extension of the recently launched “874 Versus” integrated marketing campaign. Titled “874 vs. Unemployment,” the special program provides Detroit workers with a basic necessity to help secure a job and stay protected on the job site – a good, tough, reliable pair of work pants.

Made in the U.S., the limited edition Detroit 874 is a handcrafted, dark navy twill work pant with exclusive red contrast stitching, red pocketing, special logo and waistband branding. The pants retain the most popular features of the Original 874, including an original fit, 65/35 polycotton twill fabric, wrinkle resistance, stain release finish, permanent crease and distinctive tunnel belt loops.

“The 874 Versus campaign is about showcasing our flagship Original 874 work pant and how it resonates with workers across a broad spectrum of industries and their lifestyles,” said Tad Uchtman, Senior Vice President of Marketing, Merchandising and Licensing at Dickies. “874 vs. Unemployment is a very intuitive program and logical augmentation of that effort. Dickies makes hard working pants, and we want to get them to the people who need them the most.”

Dickies unveiled the special edition garment today in Detroit. Actor, Director and Detroit Native Vondie Curtis Hall was on site to show support for the program and the positive impact it will have in the city of Detroit. At the unveiling, Dickies made an initial donation of 5,000 pairs of Original 874s to The Salvation Army of Metro Detroit, as a call to action to consumers to help double that quantity through the sale of the Detroit 874.

For every pair of Detroit 874s sold, Dickies will match that sale with another pair of Original 874s donated to The Salvation Army. If all 5,000 pairs of Detroit 874s are sold, Dickies will have contributed 10,000 pairs of Original 874s to help Detroit workers.

“This generous program comes in a time of economic crisis for our community, when the people we serve are struggling to find job opportunities and also lack the basic necessities to secure a job,” said Major Monty Wandling with The Salvation Army Eastern Michigan Division. “We feed and shelter thousands of people a day. Having proper work clothing is a critical next step we can provide to those we're helping get back on their feet. We are blessed to be able to provide Dickies work pants to Detroiters in need.”

Dickies has made its name providing reliable, no nonsense work wear to hard working people around the world for nearly 90 years. The brand's timeless Original 874 has remained workers' pant of choice for over 40 years, holding up to the rigorous wear and tear of the workplace. As a result, the 874 has evolved into 28 variants, including washed fabrics, distressed and pigment dyes; and has inspired a franchise of work wear including work shirts, slim and skinny fits, cutoffs, women's and kids' versions, and more.

Must ReadView All

President Tsai Ing-wen delivering remarks before boarding her plane bound for Central America. Courtesy: Presdient's office

Textiles | On 16th Jan 2017

‘Textiles at centre of Taiwan’s new trade arrangements’

Textiles should be at the heart of Taiwan’s thinking while developing ...

Apparel/Garments | On 16th Jan 2017

Ralph Lauren develops policy on tracking wood based fabrics

In a bid to trace source of wood based fabrics like viscose and rayon ...

Apparel/Garments | On 16th Jan 2017

EC proposes enhanced market access for Sri Lanka

The European Commission (EC) has proposed that a significant part of...

Interviews View All

Awen Delaval
Samatoa

'Natural fibres are appreciated for traditional authenticity'

Siddharth Biyani
Mangalam Industries Pvt Ltd

‘The manufacturing sector is improving day-by-day, becoming better in...

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Steve Cole
Xerium Technologies

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

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella 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
January 2017

January 2017

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

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search