Men at work: Dickies tests for wear and tear

Fort Worth, Texas – The real man has made a comeback in an advertisement for Dickies 874 workwear.

Turning away from fashion designers, the brand has refocused on its original work trousers. The Dickies 874 vs 1850cc campaign features a video in which a pair of trousers are tested to the limit while attached to two motorcycles. ‘What you’re about to see is dangerous. Don’t be a hero – leave it to a pro,’ is the opening line of the video. In what looks like an industrial space, two men are seen pushing the limit on their motorbikes, before the trousers are ripped in two.

Showing the brand’s durability is key as Dickies returns to its roots. For more on the importance of telling the story behind the brand, read our Luxury market report.