Hard Working. Hard Wearing.
Our goal was to connect Dickies with a broader creative audience while staying true to its streetwear and workwear roots. We handpicked a group of creators; including musicians, makers, and everyday grafters, whose lifestyles reflected the brand’s values of hustle, originality, and grit. These weren’t just influencers with reach; they were storytellers with real communities. Each one represented a different expression of the Hard Working, Hard Wearing message, allowing us to expand the brand’s relevance across industries like music, design, and entrepreneurship.
WeFuse developed and produced all video content in-house, with a focus on capturing unscripted moments. The concept was simple: let the influencers show us what they do best and let the clothing speak for itself. No scripts. No forced product plugs. Just passion, authenticity, and natural brand alignment.
We activated across Instagram and YouTube, leveraging each influencer’s audience and reach. Campaign content was strategically released to drive momentum, boost reach, and generate conversation around the brand’s relevance and versatility.