Creating a lookbook to explain the origins of a brand and highlight its DNA - specifically a workwear brand that finds its best expression through new materials and fits – gave Circular a refreshing opportunity to develop an elevated look and feel for their new special collection.

Our approach for this lookbook was to highlight Dickies Heritage with a utilitarian and clean style, utilizing premium lighting to enhance the focus on the product and the fit of the new products. Through special lighting and postproduction treatments, clean backgrounds, and interesting close-ups, we upgraded the look and feel of a workwear brand, designing a work-inspired lookbook.

This included creating a wide range of lookbook shots and views, producing these images, and, reliving their heritage in a newly-designed editorial booklet that combined archive images and lookbook imagery with specific treatments and a typographic hierarchy.

Our comprehensive range of outputs helped reinvigorate a more coherent expression of Dickies, looking back to the past to create a new brand awareness and telling the story of how two cousins from Texas changed the workwear world forever.

The main challenge was to revive the heritage of a uniquely American brand by achieving more with less and still exceed expectations as we continue our journey together. “Inspired by the process” is the result of our art direction and production for Dickies FW2023, a dedicated commitment from page one.