Long before jeans were a fashion statement, they were the ultimate work pant: for cowboys and coal miners to carpenters and crane operators, jeans have been sturdy, durable, protective wear that workers needed on the job.
Today, cotton denim continues to be a top choice for millions of American workers, and that's why Dickies, the world's dominant brand of authentic, functional apparel, has redesigned its work jeans line with an improved, more comfortable fit and handier pockets for men who wear jeans all day at work -- as well as nights and weekends.
Extensive consumer research has shown that hardworking men who are constantly moving, bending, kneeling, etc. now prefer a more comfortable, less restrictive jean over the traditional slim fit, so Dickies integrated that cut across the board in its regular, relaxed and loose silhouettes in 2006. A standardized fit below the natural waist regardless of silhouette means that the jean will stay in place during work activities without slipping or gapping.
"With more and more men going to work in jeans, we're entirely focused on how Dickies denim can look and most importantly, perform better on the job," said Jon Ragsdale, Vice President of Marketing for the Williamson-Dickie Mfg Co in Fort Worth, Texas.
Men whose 'office' may be a truck, a construction site, a roadside or a pasture also need to carry their portable communication and music devices, tools, pens, pencils, etc. so Dickies has also redesigned multi-use pockets to respond to modern jobsite and lifestyle changes.
marketing@alchempro.com
