We don’t produce creative workjust for the sake of it. We’re nota brand that just wants to sellclothes.
If our ideas don’t have apurpose, we go back to thedrawing board.
Whether you’re highlightinghuman stories, the importanceof the work, the grit it takes toget there, or the functionalityof a product -everything wemake needs to have a clearsharp point.
We behave in a way thatdemonstrates our
personality.
Our actions are always takenwith honest intent, comingfrom a place of trueauthenticity.
We behave calmly andrespectfully, being
supportiveand encouraging as we go.
Our creative work must behavein the way we behave as abrand.
Our tone of voice is frank anddirect but always relatable andwith intention.
Approachable Confident,cool and to thepoint.We are not generic,formal or over enthusiastic.
Authentic Fosters a sense of communityamong makers by letting themspeak in their own words.
Empathetic Expresses the passion andpride of doers across a broadrange of makers,tribes andscenes.
Inclusive We celebrate and honor themaker that marches to the beatof their own drum and knowthey engage the most with avoice that transcends age.gender, ethnicity, professionand lifestyle.
ICONIC designs build timeless distinction and relevance that rises above the competition and builds a strong emotional connection with consumers.
Designs that other designers and manufacturers follow, as it becomes a benchmark for other similar products.
Designs that are “uniquely Dickies,” stand up to the test of time, universally recognizable and remain relevant despite the passing of years, decades and even centuries.
Designs (element) applied consistently to products that identify the brand instantly and connect the product to the brand. Appropriation / Adoption are key drivers of ICONIC relevance.
What does this mean?
We don’t produce creative workjust for thesake of it. We’re nota brand that just wants tosellclothes.
If our ideas don’t have apurpose, we go back to thedrawing board.
Whether you’re highlightinghuman stories,the importanceof the work, the grit it takes toget there, or thefunctionalityof a product -everything wemake needs to have a clearsharp poirt.