Through its devotion to innovation and dedication, Dickies transformed itself from a small dungarees company to the largest workwear manufacturer in the world. The brand offers an array of workwear garments- men and women’s pants, shirts, denim jeans, kidswear and accessories. In 1967, Dickies made their signature 874® twill work pants. These pants were considered practically indestructible and quickly gained popularity, becoming Dickies’ most popular work pants to date.

As much as Dickies had originally positioned itself as a brand predominately worn by workers, in the late 1980s the brand started gaining major popularity in street culture. In South Africa Dickies became very popular amongst; skateboarders, trendsetters, Amapantsula and kwaito stars.

Dickies has since played an important role in the arts; mainly pantsula. Amapantsula’s adaptation of the brand’s workwear represented a sort of reclamation and contextualisation of a way of life to them. In street culture however; the brand is mostly worn by trendsetters and creatives regarded as ‘cool’. As soon as one is spotted in Dickies, they are instantly deemed a ‘cool kid’.

Dickies South Africa as a brand was largely influenced by kwaito music, more specifically the kwaito group; Trompies. Not only is Dickies an important part of South African culture; the culture has helped shape Dickies as a brand in a South African context. 

Regardless of Dickies not being a South African brand, it is authentically woven in South African history and culture.

About Author /

Urban Lifestyle is a blueprint of what modern day South Africa is all about. It showcases different lifestyles and how people interact through them. It aims to open up industries to anyone aspiring to change the game, whether by influencing it or recreating how it is viewed.

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