Dickies, the world’s leading workwear brand, today announced its partnership with VICE Media Group, a global multi-platform media company, to commemorate Dickies 100th anniversary with an original documentary, ‘Made to Last,’ which examines the history and meaning of American grit, culture, and identity through the eyes of a modern rancher, a Chicana third-generation mechanic and brotherhood of southern skateboarders. These communities, like Dickies, are passionate about holding on to their legacy while plotting the future.
“As Dickies celebrates 100 years, we took a step back and found that so much of our culture across the years has changed, melded and been forged into something new” said Sarah Crockett, Chief Marketing Officer, Dickies. “By creating this film, we’ve dedicated a part of our history to communities who have built the country by hand – the landscapes, diversity, people, languages and trades – that have gone into its making while also showcasing how in a world where there is real distance between us, some fundamental points of alignment are worthy of being recognized.”
The film is broken into three chapters covering communities who’ve built a legacy and made it last:
- Tanner Cude, who’s protecting over 100 years of his family’s hard, honest work on the land through unconventional innovation. Adapting from horseback to helicopter is allowing him to show his daughters how to ground their life in perseverance and continue the family legacy. His is a story of future-proofing the image of the American Cowboy.
- Lizz Muñoz, a young Chicana who’s connecting her past and her future through hard work as a third-generation mechanic. Lizz has not only kept her ancestral cultural identity alive, but she’s also evolved to include customs influenced by hip-hop music, skateboarding, lowriding culture and beyond.
- Johnny Brasley, co-founder of Parisite the skate park created by skaters for skaters. More than just a sport, Parisite is a brotherhood who’ve transformed a small, derelict skate park into a flourishing community that, even when rocked by tragedy, has risen and conquered the impossible.
“VICE made a name in documentary filmmaking by seeking out stories from the fringes and platforming lesser heard voices, which was why we felt an instant connection to Dickies’ desire to celebrate the real communities who played a vital role in building the brand over the last 100 years,” says Georgina Bacchus, Executive Creative Director, VICE. “Working with the talented Texas-born director, Sarah Brennan Kolb, we set out to authentically pay homage to the brands’ diverse roots by telling the stories of three communities who’ve essentially made Dickies their own.”
The ‘Made to Last’ documentary, with creative contribution by global agency This Here, will premiere in its entirety across VICE TV via all major connected and streaming providers and on Vice’s YouTube channel on June 24th at 6 pm ET, with further encore showings on June 25th and June 26th.
For more information on Dickies, follow the brand on Instagram and TikTok @dickies and visit the brand’s website www.dickies.com.
About the Dickies® Brand
Founded in 1922 in Fort Worth, Texas, Dickies has stood alongside generations of proud workers, equipping them with the tough, durable workwear that has enabled them to make and shape our world. A brand of VF Corporation, Dickies has grown to represent a global community of people who have taken inspiration from the traditional world of work and made it their own. For 100 years and available in over 100 countries, what began as a humble workwear company has grown into a worldwide force, weaving together cultural movements with a rigorous commitment to straightforward style and long-lasting ingenuity. For more information, please visit dickies.com.
About VICE MEDIA GROUP:
VICE Media Group is a global multi-platform media company. Launched in 1994, VICE has offices across 25 countries across the globe with a focus on five key businesses: VICE.com, an award-winning international network of digital content; VICE STUDIOS, a feature film, and television production studio; VICE TV, an Emmy-winning international television network; a Peabody award-winning NEWS division with the most Emmy-awarded nightly news broadcast; and VIRTUE, a global, full-service creative agency. VICE Media Group’s portfolio includes Refinery29, the leading global media, and entertainment company focused on women; PULSE Films, a London-based next-generation production studio with outposts in Los Angeles, New York, Paris, and Berlin; and i-D, a global digital and bimonthly magazine defining fashion and contemporary culture and design.
