Workwear manufacturer set to go ‘Fast N’ Loud’
Monday, 3 October 2016 | Geoff
The growing reputation of Dickies as one of the top workwear brands in the world right now has been further cemented, after the company announced its partnership with the stars of Discovery Channel series Fast N’ Loud. Dickies is now the official apparel of Gas Monkey Garage, the Texas-based auto-shop featured in the TV show which repairs and restores abandoned classic cars to their former glory.
Richard Rawlings, the owner of the garage and a famous muscle car enthusiast, has also signed on as a brand ambassador for the workwear manufacturer. In addition, Dickies logos will appear on the shop’s walls and its crew will all wear the company’s high-quality uniforms.
The partnership is another major moment for the Dickies brand, which is already a significant player in the automotive world and is also gearing up to celebrate the 50th anniversary of its famous 874 work trouser next year.
Brent Streit, vice-president of marketing at Williamson-Dickie Mfg. Co, said Dickies and the Gas Monkey Garage have much in common and it “made sense” for the pair to come together in such a manner. “The Gas Monkey crew doesn’t mess around when it comes to durability and quality in their work, and at Dickies we share those same values,” he explained.
Richard Rawlings added: “With the amount of time we spend in the shop, it’s incredibly important that we have something durable, functional and comfortable. Dickies is one of the most recognizable brands in our business and they give us all of that.”
The partnership with Fast N’ Loud is a major profile-raising moment for a workwear brand rich in heritage.
Since it first began providing workwear in 1922, Dickies has gone on to make its range of products available in more than 100 countries.
While the partnership with Fast N’ Loud may seem like a very modern step for a company with such history, Dickies does pride itself on its ability to move with the times – particularly in its development of more contemporary styles of workwear and footwear, which do not compromise on safety standards the brand is famous for.