Dickies
Client
Dickies
Role
Digital Designer
Dickies has a legacy of being the reliable uniform for the American workforce. We partnered with the brand to re-align itself to the mindset and spirit that unites it’s diverse audiences. Through better design, stronger content, and new shopping patterns, we reconnected Dickies to the hearts and closets of workers, in every form.
Challenge
Dickies’ global ecommerce ecosystem had grown fragmented over time, creating disconnected experiences that diluted both brand expression and commercial impact. While the product carried deep cultural credibility, the digital platform struggled to reflect how work—and identity—had evolved. The challenge was to modernize the experience without losing the authenticity that made Dickies iconic.
Approach
We partnered with Dickies to reimagine Dickies.com as a unified, design-led platform built for both storytelling and scale. A bespoke design system aligned brand, content, and commerce across markets, while elevated navigation, enriched PDPs, and immersive editorial moments placed Dickies’ iconic products at the center. New search and visual browsing tools balanced intuitive discovery with intentional exploration, inviting users to move fluidly through the catalogue.
Results
The redesigned experience transformed Dickies.com into a cohesive engine for growth—one that connects product, culture, and commerce in a single ecosystem. A refined visual language and modular content system enabled richer storytelling while improving clarity across the shopping journey. The result is a platform that feels distinctly Dickies: confident, expressive, and built for the future of work.
Works
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