Summary
- VF Corp. will sell Dickies to Bluestar Alliance for $600 million, ending a seven-year partnership.
- The sale signals a new direction for the iconic workwear brand, aligning it with Bluestar’s growing portfolio of streetwear-centric labels like Off-White.
VF Corp. has sold Dickies, its popular workwear brand, to Bluestar Alliance for $600 million, as reported by BoF. This sale concludes VF Corp.’s ownership of the brand, which began in 2017 when they purchased Dickies for $820 million.
Dickies is a classic American workwear brand, popular with everyone from construction workers to skaters and fashion icons. However, it hasn’t been doing well financially under its current owner, VF Corp., and is now undergoing a major restructuring, including moving its headquarters. This suggests significant changes are coming for the company, especially for its iconic 874 pants.
Dickies is a major win for menswear, uniquely blending durable work clothes with popular streetwear styles. Its strong cultural impact makes it a great fit for Bluestar Alliance, a company that’s been successfully combining high-end fashion with streetwear – they recently added brands like Off-White and Palm Angels to their collection.
This purchase signals that Dickies is prioritizing its connection to the culture it’s been a part of for years, and aims to strengthen its position within those communities.
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2025-09-15 23:55