Dickies, the world’s leading performance workwear brand, announced it joins forces with country music star Canaan Smith to launch the new Dickies Denim Collection. For over 90 years, Dickies has designed and constructed quality denim workwear and to celebrate its heritage, the brand is leveraging its extensive experience in denim to reinvent an American classic.
As one of Nashville’s most gifted and compelling storytellers, Smith will help shape a new evolution for Dickies. Serving as brand ambassador, Smith will be featured in an upcoming advertising campaign for the reengineered denim line that offers modern fits, washes and details for today’s man who requires style versatility both on and off the job.
“The Dickies Denim Collection is my workwear. The jeans not only look good but they can withstand the rigors of my nightly performances,” said Canaan Smith. “Dickies embodies the honest authenticity that resonates with my music, my fans and my personal style.”
“We knew this partnership with Canaan Smith would be an exciting and natural fit given that denim is at the core of country music,” said Brent Streit, vice president of marketing, Williamson-Dickie Mfg. Co. “We’re looking forward to connecting with Canaan’s fans, including those who have been loyal to Dickies for years and those who will get to know the brand for the first time through this new collection and partnership.”
The new Dickies Denim Collection features seven fits from slim to loose with straight and tapered silhouettes – all offered in lightweight ringspun fabric. Multiple wash options from light to dark deliver a worn-in, authentic look and add softness, comfort and character. In addition, signature details pay homage to the brand’s legacy including the “x” stitch signifying quality, leather logo patch and “w” design detail on the back pockets representing the brand’s parent company, Williamson-Dickie Mfg. Co. The product line also offers several styles in flex ringspun twill, featuring similar worn-in washes.
“Denim has been an integral part of Dickies’ DNA since our founding in 1922. Today, we continue this legacy by ingraining Dickies’ signature details and quality into a line of modern jeans perfect for work and casual wearing,” said Brian Sheedy, vice president of merchandising and design, Williamson-Dickie Mfg. Co. “The new Dickies Denim Collection offers the authentic style and design the customer has come to expect from Dickies.”
The Dickies Denim Collection is available for purchase now at Dickies’ website, Amazon.com, JCPenney and other apparel retailers nationwide. For continuing information, follow Dickies on Facebook, Instagram and Twitter.