Dickies Girl

Dickies Girl, the juniors’ division of the iconic Dickies brand, sought to capture Gen Z and millennial consumers. The challenge was to modernize its nostalgic appeal while building a younger, influencer-driven audience.

To reintroduce Dickies Girl to a new generation, the Holiday Skate Activation was produced at Moonlight Rollerway, bringing together actors, influencers, and fans of the brand. Influencer outreach and styling pulls ensured the line appeared in editorial photoshoots and on celebrities such as Hailey Bieber, Kylie Jenner, and Kendall Jenner. Magazine editors were engaged with sample pulls to secure fashion credits and consistent coverage.

The Holiday Skate Activation generated over 8.3 million impressions, creating strong buzz for the brand. Beyond the event, influencer seeding and stylist partnerships resulted in Dickies Girl looks being worn by high-profile celebrities, while consistent sample pulls secured placements in outlets including Us Weekly, PopSugar, WhoWhatWear and Yahoo!. These efforts reintroduced Dickies Girl as a nostalgic yet fashion-forward brand, building credibility with editors, stylists, and consumers while strengthening its cultural relevance with Gen Z and millennial audiences.

Dickies Girl

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