Iconic, no-nonsense brand Dickies wanted to remind people why they exist – to work. To work for the everyday working man, not just the occasional cool motorcycle mechanic and skaters. Get the real guys reinvested, and the rest would follow.
Brand Book - old style seed booklet reminded stakeholders and sales teams the Dickies was, is and always will be committed to the work. The book profiles real craftsmen while reflecting history.
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