The heritage brand highlights automobile legends in the Phoenix area.
Dickies, the renowned workwear brand celebrated for its craftsmanship, durability and quality, unveils a new phase in its global “Get to Work” equity initiative with the introduction of the “Respect the Classics” creative. This campaign not only pays homage to modern craftsmanship, makers and enthusiasts but also reinforces the brand’s enduring presence within the automotive enthusiast community.
“Chicanos have been wearing Dickies for years — the jackets, the khakis, the work shirts,” said Efrain “Bugs” Gonzales, a renowned painter who worked on the Phoenix Suns’ 1957 Chevrolet Bel Air by the name of Bella for Nike’s “El Valle” City Edition uniforms. “When you go to the car shows, you see the Dickies brand everywhere from the jackets to the shorts and the pants.”
With a legacy spanning over a century, Dickies has been synonymous with durability, quality, and authenticity, earning the trust of individuals who take pride in their craftsmanship.
Dickies is part of the culture.
Efrain “Bugs” Gonzales
Throughout its history in workwear, Dickies has become deeply ingrained in the automotive community, establishing itself as a staple in the wardrobes of skilled automotive makers and symbolizing resilience and hard work. The new campaign showcases the brand’s historical influence and ongoing commitment to being an integral part of the automotive enthusiast experience.
Captured in Phoenix, this cinematic narrative showcases the craftsmanship of six automotive enthusiasts who dedicate their spare time to their passion for automobile modifications. The featured stars include “Bugs”, a custom painter renowned for his impeccable pinstriping; Samson Fernandez, a hydraulics builder passing down his life’s passions to his three sons Dominic, Noah, and Patrick; and Jeremy Jackson, a custom upholsterer. The visuals provide insight into their community, taking the audience from workshops to streets and a local restaurant, Bacanora.
The campaign underscores the brand’s legacy by spotlighting the stories of modern-day makers who embody the values of hard work, resilience, and creativity. Simultaneously, it strategically emphasizes the foundational principles upon which Dickies workwear bottoms have been constructed: durability, comfort and timeless style.
“Everything [Dickies] has is cool and part of this lifestyle, part of this sport,” Bugs said. “I remember being a kid and shopping for this stuff at a second-hand store. Now, it’s mainstream — it’s everywhere; everybody’s wearing it. Dickies is part of the culture.”
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