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Two friends relaxing on a vintage orange sofa in Dickies workwear, with the Dickies logo in the centre

Workwear · Streetwear · Since 1922

Dickies Arriving Soon in India

Exclusively with Zyvora Brands

Brand History

Dark indigo Dickies work trousers draped over the back of a palomino horse against a pale wall
1920s

Where It All Began

The story begins in 1918 when founding partners C.N. Williamson and E.E. “Colonel” Dickie started out in the hat-making business. By 1922, they shifted to outfitting workers. This tough tailoring would influence service-industry clothing and, eventually, our streetwear. Crafted with indigo denim and hickory stripe, the Bib Overalls was the first product we ever sold, 100 years ago.

1930s

The Coveralls

Originally crafted with heavy denim and button-up fronts, this icon was created to protect ‘street’ clothes at work.

1940s

The Eisenhower Jacket

The Dickies Eisenhower Jacket evolved from uniforms worn by American pilots during WW2. General Dwight D. Eisenhower appreciated the style so much he had it developed for American soldiers.

1950s

The Work Shirt

Thanks to its resilience and ease of movement, our work shirt has served workers, creators, and innovators alike. The 1574 is the go-to garment for getting the job done.

1960s

The Work Pant

For over half a century, the Original 874 Work Pant has been the universal choice for tradespeople from all walks of life. Trusted for the durable cotton/poly twill construction that can survive scrapes on concrete, steel, timber and asphalt.

1980s

Into Streetwear

By the late 1970s, our work pants arrived in bold new colorways. And by the late 80s, they worked their way into streetwear circles as big-name rappers started wearing our styles.

1990s

Adopted by Skaters

Skaters soon picked up on our apparel’s hard-wearing nature, knowing it would survive a beating on asphalt. By the mid-1990s, the West Coast counter-culture had raised our streetwear credentials worldwide.

2000s

A Global Brand

By the 2000s, we expanded into more than 100 countries, becoming a well-known streetwear and workwear brand worldwide.

Cultural Influence

Snoop Dogg and his crew in matching khaki Dickies work shirts and baggy work pants in the 1990s

Dickies and the Hip Hop Scene

Hip hop icons of the 1990s drew inspiration from Latino American and Hispanic culture, helping bring Dickies into the spotlight as music and fashion became closely intertwined. Artists like Tupac and the Beastie Boys were often seen wearing the brand, while Snoop Dogg popularized pairing the Short Sleeve Work Shirt with the 874 Original Fit Work Pant—worn a few sizes larger to create the era’s signature baggy look. Dickies’ influence in hip hop continues today, with artists like A$AP Rocky and Kanye West incorporating the Ox Collar logo into their style.

Deftones posing outdoors in band tees and oversized work pants

Dickies and Alternative Metal

Whilst Dickies was gaining mainstream appeal during the 80s and 90s, we also gained traction in alternative scenes like metal, grunge, hardcore and emo. Alternative metal created a new youth culture with its own disruptive fashion tastes—sportswear, band t-shirts, baggy trousers and chain wallets. Frontmen such as Chino Moreno of Deftones were often seen sporting oversized 874 Work Pants in browns, blues and khaki.

Blink-182 walking down a road, with Travis Barker in Dickies work shorts and pulled-up white socks

Dickies and Pop-Punk

Shortly after rising to prominence in the rap scene, Dickies was embraced by a new wave of pop-punk and skate-punk bands in the late ’90s. Groups like Blink-182 and Sum 41 drew inspiration from both hip hop and skate culture, while icons like Travis Barker were often seen pairing Dickies Multi Pocket Work Shorts with pulled-up white socks—a look that has endured and helped cement Dickies as a staple of the genre.

Guest at an event wearing a matching teal Dickies Eisenhower jacket and work pants

Dickies and the Mainstream

A huge driver of youth culture during the 90s was MTV—a time before social media. MTV featured subversive bands and artists across hip hop, pop-punk and alternative metal. This exposure was the catalyst Dickies needed to embed itself within broader youth culture.

Woman in a sage Dickies short-sleeve work shirt and trousers stepping across two yellow car ramps

Brand Positioning

Our Purpose

To champion the worker that shows up everyday.

Brand Manifesto

It’s not about what you do.

It’s how you do it.

The way you treat your tools.

The way a routine becomes a rhythm.

The way you wear your gear.

Whether it’s for a job, a passion, or a project.

Through the setups and breakdowns.

The prep and the quiet in-between.

That’s why Dickies doesn’t define you. It reflects you.

How you live. What you bring. What you stand for.

Because work isn’t just a job—it’s the mindset you carry, wherever you show up.

Brand Formula

Our brand formula is the core recipe for Dickies’ identity—the three essential traits that, when combined, define our DNA. They shape what we create, how we present ourselves, and act as a filter to keep everything we do true to the brand.

Dickies Style

A style that’s unmistakably Dickies—built from utility, worn without effort, and trusted without question.

Respect the Grind

The Dickies grind is about showing up, day in and day out. Rooted in dedication and resilience, honest and humble.

Of the Community

Accessible and unpretentious, Dickies belongs to the people. Rooted in a spirit of individuality and the innate desire to be a part of something bigger.

Close-up of khaki Dickies work trousers with rolled cuffs and white socks on a person seated in a gold velvet armchair
Black Dickies work apron with chest pocket, hanging on a wall beside leather gloves, a keychain and pruning shears

Culture Pillars

Our culture pillars define the areas of culture we own. They keep us from spreading ourselves thin, focusing our energy on the spaces where we can build authority and shape the conversation.

Hands-On Work

We honor the act of showing up everyday.

  • Individuals and teams with work ethic
  • Trade & industry, service, craft
  • Work-centric holidays

Americana

We lean into our roots through Americana.

  • Outdoor Americana
  • Indoor Americana
  • Traditions and major moments
  • Music

Street & Sub-Culture

We hone in on the communities that have naturally adopted us.

  • Action sports
  • Music

Tone of Voice

A Precise, Disciplined Voice

It mirrors our ethic and shows up across work and life.

Straightforward

No frills, no fluff, always essential.

Confident

Steady in style, never chasing trends.

Human

Relatable, believable, part of everyday culture.

Hand reaching into the back pocket of charcoal Dickies work trousers, a Dickies label on the pocket, in a kitchen

Questions about Dickies in India

Is Dickies available in India?

Not yet. Dickies is arriving in India soon, exclusively through Zyvora Brands, and we will post updates on this page as the launch approaches.

When is the Dickies India launch, and where will it be sold?

No launch date or store has been announced yet. Dickies is arriving soon, and retail partners and press can get in touch before the launch.

How can I enquire about Dickies in India before it launches?

Retail partners and press can write to Zyvora Brands through the contact page or at info@zyvorabrands.com.

What is Dickies known for, and what is the 874?

Dickies is an American workwear and streetwear brand founded in 1922. Its Original 874 Work Pant, cut from durable cotton/poly twill, has long been a favourite of tradespeople and later became a streetwear staple.

Dickies oval logo over two friends in workwear on an orange patterned sofa, darkened

Exclusively Curated by Zyvora Brands

Dickies in India

A century of honest workwear and streetwear heritage is coming to India with Zyvora Brands. Retail partners and press can get in touch ahead of the launch.

Get in Touch