The US brand that is synonymous with workwear is heading to Europe, and specifically to Carnaby Street in London.
To mark 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”.
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.
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.”
