The European imprint of Dickies, known as Dickies Life commissioned us for their AW16 lookbook/campaign.
This encompassed everything from creative direction, production, media relations, right the way down to sourcing the perfect set of shoelaces.
The resulting imagery was shot over 2 days in sunny Coventry. A city formerly known for its car manufacturing.
Coventry's post-industrial landscape was perfect for capturing the hard-wearing and hard-living style that Dickies alway aspire to.
The response to the lookbook took us aback with great coverage on the likes of Hypebeast and many others (just Google: 'Dickies Life', 'AW16', 'lookbook'...).
More importantly though, the lookbook sets a blueprint for Dickies Life imagery whilst the company is still in its infancy.