Dickies: Yours To Make
March 2021
TALI featured individuals who push the narrative forward in their respective fields, and create things that are made to last.
Why Do We Do What We Do?
To Dickies, making has evolved into building one’s independent voice in a hyperconnected world of increasing diversity. In the Philippines, Dickies aims to continue to continue working with select creatives and makers that resonate with these brand values.
Each personality was chosen based on their body of work and contribution in the communities they represent. The makers featured in this campaign were a mix of artists and influencers who also fans of the Dickies brand.
Reintroducing Dickies back in the Philippines with the Yours to Make Campaign
Omar Baliw is a rapper and entrepreneur based in Metro Manila. If he’s not releasing hit hip-hop albums he works on HIGHMINDS, a local independent brand with more than ten years of business. Omar Baliw represents a respect for craft and a dedication to provide for family, themes he explores in his music as well as in his lifestyle.
Thysz Estrada is a creative director, LGBTQ+ member and advocate, and patron of the creative community, specifically local streetwear brands. She’s been a panelist in several workshops and discussions surrounding the topics of gender and local street culture under San Miguel, PURVEYR, and more.
Indio is an MC and barber at Slick Barbers at Yague St., Makati City. Inspired by the glory days of local neighborhood barbershops, Indio and his crew have built Slick Barbers into a pillar of their local community over the years. Slick Barbers remains an important landmark for many subcultures, having been a sanctuary for like minded individuals and an event space for many artists.
Florian Trinidad, also known as Flo, is a stylist based in Metro Manila. Her commercial and editorial work has been featured on several campaigns for retail brands across the country, built on an aesthetic style that is both current and authentic.
Waiian, a young rapper based in Metro Manila. Representing a vibrant generation in music, Waiian’s music comes in both English and Tagalog and has racked millions of streams.
Campaign Results
9.4M
SITE IMPRESSIONS DELIVERED
8M
FACEBOOK REACH INCREASE
+30.4%
FACEBOOK FAN INCREASE
PHP 4.6M
EARNED MEDIA VALUE
About Dickies
Founded in 1922 in Texas, Dickies has stood alongside generations of proud makers, equipping them with the tough, durable workwear that has enabled them to make and shape our world. As a VF Corporation brand, Dickies has grown to represent a global collection of people who have taken inspiration from the traditional world of work and made it their own personal style.
For nearly 100 years and available in over 100 countries, what began as a humble workwear company has grown into a worldwide force, weaving together cultural movements with a commitment to delivering reinterpreted iconic styles and long-lasting ingenuity.
Brand Management
Publicity
Web Development
Ecommerce
Performance Marketing