Amplifying the essence of workwear by blending in street style.

Creating different lookbooks for a brand like Dickies, a pioneer in workwear since 1922, has been a significant challenge for us. Accompanying this great brand in discovering its more street style side, while always staying true to its heritage, has given us the opportunity to create different stories for each collection, while always reflecting Dickies' essence.

Our approach for lookbooks is to always provide a fresh, unique, and appealing perspective to showcase each collection in the best possible way.

This includes finding an aesthetic representation for each collection concept, conducting a casting to find the personality that best represents the brand, emphasizing its workwear heritage while always finding a balance with the work-inspired origins, creative production of the many of the materials we created for the lookbook, including an internal archival booklet for the brand.

Starting in 2019, the greatest challenge in creating lookbooks has been understanding and recognizing that a pioneering brand like Dickies can have a multitude of diverse and seasonal collections. Our goal is always to represent in the best way a brand as versatile and with such strong brand awareness as Dickies.