Now back in the 90s, when I was all into skater style, Dickies were all the rage! Work pants and work shirts on both sexes (but for girls, paired with little vest tops underneath) plus skate shoes (or Adidas shell-toes) were the standard uniform. Both things were even sung about by Vanilla Ice. Thems were the days!
But Dickies were historically always known for their tough workwear - something that they are probably more known for in 2014 again after those skate-tastic glory days of the mid-90s. The email I got was about all the awesome old advertising that they had dug up. Dating from the very earliest days of the Williamson-Dickie Manufacturing Co, it seems they originally did leisure wear too!
I actually had to email back to ask why they didn't make awesome vintage-style swimwear like this original ad shows. I mean, really! Happy to say, they thought they should as well! It might not happen, but who knows. If it does, it was my idea. ;)
Throughout the 30s and 40s, Dickies weathered the storms of the Great Depression and WWII, mainly due to focussing all their efforts on the sturdy, practical gear they became known for.
By the 50s they placed the emphasis on the 'men of production' with not a lady in sight, unless she was ironing his Dickies. You know, very of its time. They liked to mention how hot men looked in their clothes though! 'Do your job and look good while doing it' - a motto you tended to see a lot in advertising to women, so it's nice to see the same reflected in the blokes' ads too!
This one's a bit weird though.
Ladies started to reappear in the late 50s/early 60s, albeit these seem to be unisex pegs!
In the 1960s, the adverts got more edgy...
But by the 80s... well, I'll let the fashions speak for themselves.
Thanks Dickies Store for sending me these brilliant pictures. Looking through the store now, there are a few 90s skate-era looking hoodies tucked away in between the functional workwear, but nothing that I'd currently wear. I suggested to them that if swimwear is a stretch too far, they might go back into high-waisted workwear pants for men and women as I am sure they would be really popular among the vintage crowd, don't you think?
Well if nothing else, with the current early-90s revival working its way up through the decade, work shirts and work pants with skate shoes will soon be back in style anyway. If only I'd kept mine!