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Nigel TAYLOR Published
September 15, 2025
Dickies, the US brand synonymous with workwear, is coming to Europe and London’s Carnaby Street will signal its standalone store arrival. And to herald its debut, the brand is launching a promotional campaign in its centennial year with ‘Made in Dickies’, honouring the brand’s blue collar, American roots “by bringing workwear and work-inspired stories to life”.
But first the new flagship in the popular Shaftesbury-operated area of London, is set to open on 1 October and will feature collections including clothing and accessories for both men and women.
Seasonal collections inspired by the brand’s roots will “inject newness” as well as Dickies best-known styles, including the 874 work pant, Eisenhower Jacket, Work Shirt, Coverall and Bib Overall.
Dickies’ EMEA senior marketing manager Giuseppe Lapenta said: “Carnaby Street is an iconic retail destination in London and the perfect location for Dickies to reveal our first-ever standalone flagship store in Europe.
“We are looking forward to getting closer to our community and showcasing our full brand merchandising proposition. The store will also serve as a physical space for customers to connect with the brand through unique programming, including experiences and workshops, rooted in our brand DNA.”
Shatesbury retail director Samantha Bain-Mollison added: “Dickies has been revolutionary in workwear and fashion and is loved globally. The brand will bring their spirit to London with their first standalone retail store which is in prime position on Carnaby Street.”
The ad campaign centres on its ‘Made in Dickies’ promotion called ‘Generations’. It aims to shine a spotlight on its maker community, “demonstrating different types of work and skills passed on through generations”.
It features five styles that are intrinsically Dickies through its ‘Icon’ series; five short-form videos showing that hard work runs in the family. Included are two UK-based small businesses, handed down from generation to generation: Newington Green Shoe Repairs in London, a third-generation cobbler/shoe repairer and Tony Chung’s dry-cleaning store on London’s Kingsland Road.