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Dickies-Bioworld partner for headwear & cold weather accessories

20
Aug '09
Dickies, the leading global workwear brand, is pleased to announce its newest licensing partnership with BioWorld Merchandising, an industry leader in manufacturing and distributing licensed, private label and branded apparel, headwear and accessories worldwide. The exclusive partnership will consist of headwear and cold weather accessories, including fashion scarves for men, women, boys and girls.

Dickies continues to find ways to maintain its work wear heritage and broaden its lifestyle appeal. The brand, known for making durable, quality work gear uses a variety of strategic licensing partnerships to reach consumers. Licensees of Williamson-Dickie help take the brand into a variety of work wear-related product offerings, including bags, footwear, medical wear, belts, socks and on-trend apparel in the junior girls and young men's tops, to name a few. The Spring 2010 season of product represents the most collaboration thus far between Dickies and its licensing partners in creating a new season of merchandise. Styles, details and colors fit together to create an integrated brand story.

“We've realized that Dickies customers use our apparel not only for work, but for after work and weekends as well. Our brand has a long-standing heritage of providing quality, value and durability; whether you wear the clothes to rebuild a car or attend a music festival. Our network of licensing partners plays an integral role in getting our brand to consumers, and it's important that we do so in a consistent manner,” says Michael Penn, Vice President of Licensing for Dickies.

Bioworld has a proven track record of providing top quality, trend right products of functional and fashion headwear to retailers in all channels of distribution.Dickies, established in 1922, has an outstanding reputation of offering exceptional quality, which is in line with Bioworld's standards.Bioworld's unique design and development, comprehensive product knowledge and key understanding of market trends make it a perfect fit to represent one of most recognized and respected brands in the industry.

Bioworld is honored to be selected as the manufacturer that can and will meet Dickies 100% satisfaction guaranteed product standard. Current product development is set for a Spring 2010 product launch.

Dickies previously worked with Daystone International for licensed fashion headwear, caps and cold weather knit headwear.

Dickies


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