To celebrate the launch of their new 247 work pant, Dickies created a high-energy campaign capturing unstaged, authentic moments reflecting how people live and work in Dickies, day and night. 247 is a modern rework of Dickies’ iconic styles (think 874 and Double Knee), crafted in enzyme-washed 8.3oz cotton twill with updated fits and functional details.

Spotlighting the bold new silhouette, the campaign is led by diverse musical voices who reflect its versatile spirit. Launching first with content from Ezra Collective and Diego Naska, the creative captures a day in their world, unfiltered and in motion. From morning coffees to late-night studio sessions, the content offers an inside look at their routines and passions. Whether they're working, creating or just living, the 247 Work Pant moves with them. Built to keep up, wherever the day goes.

“The campaign leans into real stories and creative communities, showing the 247 work pants in action across different moments and lifestyles,” said Filip Elerud, Global Brand Marketing Director. “It’s about versatility, ease and staying true to the brand’s workwear roots while evolving with a new generation.”

The 247 is a lighter take on Dickies' iconic work trousers, engineered for round-the-clock wear in enzyme-washed 8.3oz cotton twill. Drawing inspiration from heritage styles like the 874 work pant and Double Knee, the collection updates these classics with a softer fabric and added phone pocket, built to meet the demands of modern life from morning to after hours.

247 launched on June 25th, featuring two hero stories and an exclusive gig from musician Prince Waly at La Cartonnerie in Paris. The campaign will extend through the summer into autumn, featuring hyperlocal moments and content that capture the energy of 247 and integrate the brand's global community.

https://www.dickieslife.com