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Dickies kicks off 874 Versus campaign
27 Sep '10
4 min read
The special edition Detroit 874 is part of the company's ongoing branding efforts to showcase the strength, versatility and enduring spirit of the Dickies brand and its flagship product, the Original 874 Work Pant. Dickies' “874 Versus” marketing campaign launched in July 2010 featuring a series of tough tests with the iconic pant.
“Dickies and Detroit have some inherent similarities. Both have the hallmarks of a classic American work ethic; both persevere no matter what obstacles arise; and both have an undeniable authenticity steeped in pride and independence,” added Uchtman. “There's no question that Detroit has been severely impacted by the economic crisis, perhaps more than any other major city in the country. Given that, and the bonds we have in common, it's only natural for Dickies to do something in Detroit. We are indebted to The Salvation Army for getting the pants in the hands of local workers.”
“Dickies and Detroit have some inherent similarities. Both have the hallmarks of a classic American work ethic; both persevere no matter what obstacles arise; and both have an undeniable authenticity steeped in pride and independence,” added Uchtman. “There's no question that Detroit has been severely impacted by the economic crisis, perhaps more than any other major city in the country. Given that, and the bonds we have in common, it's only natural for Dickies to do something in Detroit. We are indebted to The Salvation Army for getting the pants in the hands of local workers.”
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