Proud History – The Evolution of the Dickies Brand

Proud History – The Evolution of the Dickies Brand

1930's - Williamson-Dickie brand grew slowly but steadily despite the Great Depression.
1930’s – Williamson-Dickie brand grew slowly but steadily despite the Great Depression.


At DickiesStore, we’re always looking towards the future with new ideas and innovative developments – that said, we also believe it’s important to remember our roots. Our team recently unearthed a treasure trove of vintage advertisements and logos from the Dickies workwear brand, and it certainly proved to be a trip down memory lane. As proud retailers of Dickies products, we were intrigued by this insight into the brand’s evolution over the years, and we’d love to share it with our customers, both young and old.

1930's - Don Juvenile poster
1930’s – Don Juvenile poster


The Dickies brand began as a bib-overall manufacturer known as the Williamson-Dickie Manufacturing Company, which was established in 1922 when Texans EE “Colonel” Dickie, his cousin CN Williamson and his son C Don Williamson established the US Overall Company. Since then, Dickies has grown from a small family-run business to a multinational corporation supplying a diverse range of workwear including casual and safety footwear, work trousers and jeans, safety wear such as overalls and hi vis vests as well as accessories of unsurpassed quality.


Let’s take a look at the Dickies timeline:


1938 price list cover



During the early years, the Williamson-Dickie brand grew slowly but steadily despite the Great Depression. This price list from 1938 clearly shows the brand’s target audience as the All-American family of the 1930s.



1940 - Dickies truckers
1940 – Dickies truckers


During World War II, Williamson-Dickie was sequestered to produce uniforms for the US armed forces, and following the war the company returned to civilian production. The post-war years saw the company grow significantly thanks to C Don Williamson’s strategic expansion throughout the United States.



1951 men of production


This was the era that saw Williamson-Dickie go global; Texan oilfield workers introduced the brand to the Middle East, and before long Dickies workwear had expanded into the Middle Eastern and European markets. Back home, the brand appealed to customers with a focus on quality for the “Man of Production”.

1960 - Campus Casual



During the 60s, Dickies adopted a strategy of selling to the “main man on campus” – targeting those who would buy the brand’s “campus casual” range. This decade saw a series of “campus tiger” ads aimed at young men looking to make an impression with their choice of college clothing.



1977 - We're Basic


In the 70s Dickies continued to focus on consumers in search of social status, but also started appealing to price-conscious customers by advertising their products’ value for money. Armed with the slogan “We’re Basic” and a range of affordable prices, Dickies added another dimension to their already successful marketing strategy.





1981 - Invent double


During this decade the brand started appealing to a more diverse audience, marketing their workwear clothing to women as well as men. The typical Dickies customer of the 80s was one who balanced hard work with fun and friendship.




Dickies workwear is an internationally recognised brand with a long history of quality, style and affordability. Each product is designed to be durable and longwearing, with only the latest technology used to provide wearers with the most effective safety features. From plumbers to electricians and even executives, consumers in a wide array of professions choose Dickies as their preferred brand.

Looking back across the years, is prouder than ever to be a leading distributor of this prestigious brand!

Leave a Reply

Latest Posts

Guest Post from Gutter Art Cheshire

  Gutter cleaning hacks Its official, autumn is here. The roads are lined with fallen leaves, the trees are going bare and there is a definite chill in the air. It’s at this...


Dickies UK Worker Of The Year 2016!

WHO WAS OUR WINNER? A huge congratulations to Kevin Skeith, a self-employed flooring specialist from Sleaford, who takes the title of UK Worker Of The Year 2016. ABOUT THE COMPETITION: From April until...