Hard Working. Hard Wearing.
The Brief
Hard Wearing Stories, Hard Working People.
Our Approach
Choosing the Right Influencers
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.
The Cool Factor
- Authentic, no-script video content led by culturally relevant voices.
- Strong storytelling tied directly to product use in real life.
- Flexible enough to live across platforms while maintaining strong brand consistency.
- Showcased Dickies as relevant across music, design, lifestyle, and beyond.
Telling Stories That Fit the Brand
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.
Social Media Campaign Rollout
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.