Dickies goes country in promoting its re engineered line of denim clothing.
Country music star Canaan Smith is helping launch the Fort Worth company’s new Dickies Denim Collection and will be featured in advertising campaign promoting the clothing’s more modern fit while at the same time paying homage to the American classic.
“The Dickies Denim Collection is my workwear. The jeans not only look good but they can withstand the rigors of my nightly performances,” said Canaan Smith in a prepared statement. “Dickies embodies the honest authenticity that resonates with my music, my fans and my personal style.”
According to the company, the new collection features seven fits from slim to loose with straight and tapered silhouettes — all offered in lightweight ringspun fabric. Multiple wash options from light to dark deliver a worn-in, authentic look and add softness, comfort and character, the company said.
In addition, signature details will continue including the “x” stitch signifying quality, leather logo patch and “w” design detail on the back pockets representing the brand’s parent company, Williamson-Dickie Mfg. Co.
The product line also offers several styles in flex ringspun twill, featuring similar worn-in washes.
“We knew this partnership with Canaan Smith would be an exciting and natural fit given that denim is at the core of country music,” said Brent Streit, vice president of marketing, in a statement. “We’re looking forward to connecting with Canaan’s fans, including those who have been loyal to Dickies for years and those who will get to know the brand for the first time through this new collection and partnership.”
Smith was named a 2015 Artist To Watch by The Huffington Post, USA Today, Yahoo! Music,Spotify and Rolling Stone. Canaan recently released his debut album, Bronco,
The Dickies Denim Collection is available for purchase now at Dickies’ website, Amazon.com, JCPenney and other apparel retailers nationwide. For continuing information, follow Dickies on Facebook, Instagram and Twitter.