It’s time to wake up, you really think that there is your express ah, this is impossible, it is impossible in this life.
Observant friends have probably discovered our topic today, and yes, it is the very familiar Dickies.
Speaking of Dickies, the first thing that comes to mind must be the classic 874 cargo pants, yes, thanks to the upper body of the West Coast hip-hop big brother, this ordinary workwear brand has become a representative item of street style, and there was a buying boom more than a decade ago.
However, its golden age is long gone, and Dickies has also been reduced to a second- and third-tier small brand in China, even if it has such a glorious history, it cannot impress a new generation of young people. In recent years, Dickies has begun to transform into the direction of the street through cooperation with other brands and feeders, hoping to regain the favor of the market.
Dickies Life 2016FW lookbook
Dickies 2013 FW Lookbook
However, Dickies have not been able to get enough attention in the market as they wished, which is a bit helpless. Now back now, the original Dickies can be said to be the leader in American clothing companies, and the strength is extraordinary.
Dickies, like Ben Davis and Carhartt we introduced earlier, were founded around the 1920s, because the United States entered a period of industrial development after the war, and the demand for tooling in society was increasing, providing a fairly good development environment for tooling brands at that time.
In 1918, CN Williamson, EE “Colonel” Dickie, and some friends founded a clothing company called U.S. Overall in the small town of Brian, Texas. It wasn’t until 1922 that Williamson’s son, C. Don Williamson, joined the clothing company and renamed it “Williamson-Dickie Manufacturing Company,” now Dickies.
The most important reason why Dickies have developed into multinational companies is that they can adapt to the market in a timely manner. In the 30s, the United States entered the Great Depression, sales once declined, they put the brand target group back on the ordinary family, immediately received results, although not by leaps and bounds, but in the Great Depression can still get steady growth is already a good result.
Like Carhartt, they were commissioned by the state to produce clothing in large quantities and received a steady stream of orders. And after World War II, the industry further developed, the demand for tooling rose sharply, and Dickies achieved great development.
Dickies took a bigger step forward in the 50s, successfully expanding its market footprint into the Middle East and Europe. In order to increase the brand’s awareness, Dickies said “Work clothes to fit you – Fit your job” to everyone, no matter what body shape, can perfectly control our workwear, and even, what work you do can make you look more professional.
Dickies has two of its most important inventions, which once gave it the initiative in the market, not only that, but also the possibility of brand transformation.
In order to ensure the durability of clothing, workwear brands will choose to thicken the fabric, but the comfort will be seriously affected. Dickies blends 65% polyester with 35% cotton while maintaining the comfort and durability of the pants.
Secondly, Dickies chose to cooperate with RIT Dye Company to launch dyes to encourage everyone to dye their favorite colors in cargo pants, which provided the possibility for the widespread popularity of Dickies.
Because of its low price and solid quality, Dickies is not only popular among blue-collar workers, but also has a good reputation among street people.
At that time, people wore oversized cargo shirts and white undershirts, which seemed to us to be the most original street loose style, but at the time, it was called “Cholo”.
“Cholo” is spread in Latin American communities and is very common among Mexicans. The style immediately became popular in Southern California, and the famous gangster rap group N.W.A. frew, and Dickies benefited from the rise of this trend and successfully entered street culture.
Island people who love American culture will certainly not let go of such classic items. In 2000, the West Coast style exploded in Japan, and Dickies, as one of the classics, are naturally sought after by the people of the island country.
As a brand with a long history, Dickies has numerous product lines, and the previous year coincided with the 50th anniversary of the 874.
Slowly, 50th anniversary??? It doesn’t seem like it should be.
In 1923, the 874 was actually born, but there is only one color of khaki, and it cannot be said that it is a pants. With continuous improvements, both in fabric and color, Dickies set the original pants as the 874 model.
Image credit: Dickies
The 874 is the most original cut, with wider cuffs than straight legs and a high-waisted design. Dickies has been observing consumers’ consumption habits, and in the days that followed, they designed a relatively fitted straight version of the 873, as well as more in line with contemporary aesthetics 872 and 803.
All brands are the same urine, in order to open up the Asian market, the management rights are independently handed over to the Japanese branch, and the Japanese branch has made certain modifications to the original shape in order to adapt to the local body proportions.
So in the 874 cargo pants you will see words such as WP874 and UM874, they not only represent the difference in fit, but also the color has a small gap.
Image credit: bonkula.hateblo
The 874 is the most original fit, the local model in the United States, the loosest and highest waist, and the cheapest price.
WP874 is an American model, and unlike the ordinary 874, he made certain modifications according to the current aesthetic, narrowing the trouser tube and lowering the waist.
The UM874 is modified by the Japanese Dickies, the shape is narrower, more suitable for Asian wear, the material is not the American version is better, the price is a little higher.
Last year, Dickies announced the acquisition of VF Crop, the parent company of VANS, and VF will use its operational ideas in VANS AND THE NORTH FACE to bring the brand to us as a street classic.
LESS x Dickies 2018SS inspired by the classic New York subculture film KIDS
FDMTL x Dickies 2018
FILA x Dickies 18ss
Dickies Japan x《DRAGON BALL Z》
The brand lookbook has also been replaced with a new style, giving it a completely new feeling.
Dickies 2018SS lookbook
Foot Patrol x Dickies Life 2017 Collection
Whether Dickies will return is unknown, but since VF took over, the brand has indeed become much more active than before, and from the brand’s lookbook, Dickies’ brand tonality is moving in a good direction.
Speaking of which, I still hurry to buy a Dickies874 on Taobao and revisit this classic brand first, after all, “the loser is worse than the loser”. (Missing out on an opportunity is worse than losing your wealth)
This article was first published from the public number:
VARIER
（ID: varierstores）
Image credit: Dickies
Image credit: bonkula.hateblo