Dickies, an American fashion brand, has been growing steadily in the South African market of late, inching back to the glory days throughout the ’90s. Having been on the cards for quite some time now, the company has finally launched the first ever Dickies flagship store in South Africa, located at Southgate Mall, Johannesburg.
The brand enjoys great popularity with its root running deep in street culture, been worn by music icons and skating champions around the world. The store features a host of Dickies clothing, apparel, footwear and accessories to suit any occasion for all Dickies fans who love the brand.
On the day of the launch, guests were treated to great music, drinks and food, as well as going under to get a complimentary tattoo from the artists on hand. Leading up to the store launch, Dickies also took to the SAFW with a large group of attendants arriving dressed head to toe in Dickies apparel. The brand was not showing a collection at the event but rather saw this as an opportunity to make a street style statement, gorilla style.
In addition to the store launch, the brand also introduced their new 847 Slim Trousers on the day. The trousers are available in a variety of colours to suit any occasion, personality and style aesthetic. The colours available include the modest blue, suited for heavy duty work, the traditional black, which is perfect for those special events with a twist.
The range also includes beige, red and various other hues. The pants are also wrinkle-resistant and have a built-in stain release, making them super easy to maintain, suitable for the get-up-and-go individual. The 847 Slim Trousers will retail for R399, making it an extremely good buy.
The brand is excited for its evolution and progression in South Africa. Dickies is no longer just a workwear item, but as its story has evolved, so has its way to be worn. Their fans are the true originals who do what they want, when they want, how they want.