The Brief

Dickies has a new brand identity, and we were asked to create an elevated Fall/Winter 2021 lookbook, that would support and communicate this fresh aesthetic. The lookbook would support the Dickies sales team, to ensure that buyers, media and PR outlets are inspired and moved by the value and potential of the work-inspired category.

The Project

Our shoot was inspired by the notion of uniform: the clothes you put on every day to feel a part of something; the pieces that make you feel emotionally protected, comfortable and cool. We played this out through three aesthetics: Minimal; Muted and Understated. In order to achieve a stripped back, elevated feel without losing the Dickies personality, we kept all creative grounded in the humanness, naturalness and humility that’s at the heart of the Dickies brand.

We approached still-life by making products feel at once high end, and a little lived-in. This helped every image suggest a hidden narrative and a hint of real life.
We decided to expand the brief and deliver a range of still and moving BTS content - haloing the incredible makers – from the set designer to the photographer – who made the shoot happen. And keeping the Dickies esteem for the maker front of mind, as well as behind every picture.

  • Creative Direction
  • Content Production