Dickies Plans Premium Men's Line

Williamson-Dickie has tapped new licensee Whispering Smith to develop a line of premium men's apparel for the workwear brand.

April 6, 2018

Dickies Plans Premium Men's Line

Williamson-Dickie has tapped new licensee Whispering Smith, a European apparel company with operations in New York City, to develop a line of premium men's apparel for the workwear brand.

The new range, to be called Dickies Construct, will combine Dickies construction and signature design details with a contemporary fashion approach on a line of knit and woven shirts, sweaters, outerwear, denim jeans, pants and shorts.

The collection will be targeted to a premium U.S. retail audience, falling between the brand's made-in-the-USA archival replica line, Dickies 1922, and the core Dickies categories. Dickies Construct will launch at retail in fall/winter 2015.

"Dickies prides itself on adding brand extensions that are intuitive and high-quality with thoughtful designs, fabrics and features," says Michael Penn, senior vice president of marketing, worldwide licensing and international sales, Dickies North America. "Whispering Smith is the perfect collaborator to introduce a premium line for Dickies

men's apparel with the style and originality our lifestyle consumers expect."

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