Dickies began in 1922, as a family business producing American workwear in Texas. Growing gradually during the '30s, they went on to produce uniforms for the US armed forces, returning to civilian production afterwards. The brand expanded globally in the '50s and '60s, marketing itself to the all-American working man, with a slew of iconic ad campaigns.
In the '80s, they focused on affordable workwear, women's workwear, and expanded into the UK, growing as they went. They garnered a reputation for casual wearing in the '90s, with the brand becoming popular with American youth, as well as the likes of Avril Lavigne, Justin Timberlake, and TLC.