Heritage workwear brand Dickies is joining forces with country musician Canaan Smith to launch the new Dickies Denim Collection. The jeans line offers modern fits with a nod to the past through details and washes.
The Dickies Denim Collection includes seven fits, from slim to tapered silhouettes, in lightweight ringspun fabric. A broad range of washes deliver a worn-in appearance and softness. The brand pays homage to its history with a “w” design detail on the back pockets, representing Dickies’ parent company, William-Dickie Mfg. Co. Other details include the “x” stitching signifying quality and a leather logo patch.
“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.
Smith will appear in an upcoming advertising campaign for the denim line. Brent Streit, vice president of marketing, Williamson-Dickie Mfg. Co., said the partnership was a natural fit given denim’s connection with country music. “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,” he added.
Dickies Denim Collection is available now at Dickies’ website, Amazon.com and JCPenney.