From being a sign on work uniforms, Dickies’ iconic horseshoe logo is now boldly adorning T-shirts, jeans, and accessories. Additionally, this was an extension rather than a change. The workforce of millions of businesses around the world is still attired by this streetwear icon.
It will be difficult to persuade today’s youth that Dickies were a workwear uniform that people wore to work in mines or for heavy tasks like working in a workshop. In this blog, the article Mostafawi Group, which is a leading supplier of Dickies in Dubai, will show you how this iconic brand has transformed over the ages. So read until the end and don’t miss any parts.
We would need to talk extensively about the business plans and the social environment that gradually fueled Dickies’ expansion from its beginnings in the 1920s if we were to tell Dickies’ history in detail. But let’s focus on the crucial information. The business was first started as a manufacturer of bib overalls for Texas manual laborers, but by the late 1950s, it had already expanded internationally and had locations across the whole United States, Europe, and the Middle East. In the Middle East, Mostafawi Group is the one that introduced the Dickies jeans brands to Dubai, and today Mostafawi is the leading supplier and retailer of the brand.
Throughout its history, Dickies has included cutting-edge concepts that are already staples of workwear, such as the permanent press or copper button closure. Their success is evident from the numbers and their sales figures.
The Workwear Boom
The workwear boom brought about by companies like Vetements and Junya Watanabe in recent years has sparked renewed interest in businesses that make work apparel. Dickies gained new significance and expanded their functionality into new contexts as a result of receiving different attention than in previous decades. Dickies 874 initially gained popularity among skaters, a pioneering group in the streetwear industry, who began donning the brand because of the durability and high quality of the clothing. Soon after, the recognizable pants made their way to the music industry. In the 1980s and 1990s, rappers and rockers like Gwen Stefani and Tupac wore them on stage.
Dickies has never allowed its new trendy status to compromise its workwear game. The company has never demonstrated a particular interest in appealing to new generations and collectives, preferring to stick with its core values and existing clientele. They have worked with premium brands like Opening Ceremony and streetwear companies like Stüssy and Converse, but they have never forgotten their core competency, the delivery of functional apparel, resulting in an organic incursion into fashion. Construct, Dickies’ “testing ground,” gained notoriety using a technique that Carhartt also employs in their WIP line. The DNA wins out over everything else. Today Dickies is popular for shirts, denim, and jackets for men in Dubai it also has a good collection for women.
Rather than diverting their focus, Dickies stayed true to their roots and catered to their original customer base while at the same time launching a new line of apparel for newer segments of customers.
Patronizing Their Working Customers
Having different product teams, one that focuses more on performance work wear and one that focuses more on apparel that is inspired by work wear, is another strategy Dickies uses to make sure it is still prioritizing and honoring—and not abandoning—its original work wears clients.
“We take them seriously, which prevents us from alienating them,” claims Hines, a senior employee of Dickies. Keeping that in mind and always remembering that we are there to serve the workers and help them complete their work quite efficiently with our efficient work wear, which serves us well, we call our workers athletes because they are: they bend, they lift, and they are doing heavy-duty stuff that needs performance. Even today, when you visit any of the best denim outlets in Dubai, you will find a few iconic Dickies staples with them. From workwear pants to comfy T-shirts, Dickies has evolved while keeping its soul alive.
Catering To Women Clients
In addition to making a greater effort to offer fashion-conscious customers, Dickies has recently increased its focus on serving women, beginning with a rising group of female workers. Without work wear, there is no work wear-inspired, as we constantly say, according to Hines. “We would be approaching the women’s market without legitimacy if we don’t start from a point of authenticity, and for the woman who’s doing blue-collar or heavy-duty work.”
If women search for denim clothing in Dubai today, they will almost certainly find something usable and fashionable at the same time from the Dickies brand. Hine further says and makes a comparison to the athletic apparel market, which is still developing its ability to serve women in the same way that it serves men: “The emphasis was on products for males.” I recall that we used to say you should “shrink it and pink it.” This is happening in the formerly predominately male field of work apparel. If we just act with awareness when a woman enters the workplace and treat her with the deference she merits as a worker whose performance is required, then we are operating from a position of truth and honesty. Then, from a position with a solid base, we lean into leisure- or work-inspired products.
This is how Dickies managed to beat the odds and transform from mine workers’ clothing to a wardrobe staple for youngsters.
If you are looking for a jeans outlet in Dubai, you should visit the Mostafawi Group’s Dickies stores. You will find everything from historic staples to modern-day wardrobe essentials at our stores.