It's news that makes us proud: Dickies has arrived at Ultimate StreetStore, in store in Digne-les-Bains and on our website ultimate-streetstore.fr. A brand whose history is as solid as its clothing, and whose presence in our selection was a natural fit given how much it aligns with the values we uphold: authenticity, durability, and true streetwear culture.
A Brand Born in Texas in 1922
Dickies' story begins in Fort Worth, Texas, in 1922. C. N. Williamson and E. E. "Colonel" Dickie founded the U.S. Overall Company with a simple yet radical vision: to manufacture workwear so resistant it would last for years in the toughest conditions. From the outset, the brand targeted laborers, farmers, mechanics, and railroad workers who needed functional and sturdy garments.
The Dickies work pant, with its multiple reinforced pockets and durable polycotton fabric, quickly became an inseparable part of working America. From Midwestern factories to Southern farms, Dickies workwear dressed generations of workers without ever letting them down.
In the 1960s and 1970s, Dickies began to export outside the United States. The United Kingdom, Japan, and Europe discovered these utilitarian pieces and saw them as more than just workwear: they saw style.
When the Street Adopted Dickies
Dickies' cultural turning point occurred in the 1990s, when the skate, punk, and hip-hop scenes of Los Angeles massively adopted it. In the neighborhoods of Compton, East LA, and Long Beach, the Dickies 874 pant became almost standard attire. Skaters wore them loose, with Vans or Etnies sneakers, graphic t-shirts, and flat-brimmed caps.
This wasn't marketing: it was an organic adoption by a community that recognized in Dickies workwear qualities it sought in its own culture. Robustness against falls. Unpretentious simplicity. Longevity. Values that perfectly resonated with the skate ethic.
Iconic hip-hop artists also helped popularize the brand by wearing it in their music videos and on stage. Dickies became a symbol of belonging to an authentic culture, far from brands artificially created for the streetwear market.
Dickies Today: Modernity Without Betraying Its Roots
Today, Dickies holds a unique position in the fashion landscape: the brand is simultaneously worn by workers on their construction sites, by skaters in skateparks, by artists in their studios, and by fashionistas in fashion capitals. This transversality is a sign of deep authenticity.
Dickies' current collections maintain the brand's DNA while incorporating cuts and designs adapted to the expectations of contemporary streetwear. The silhouettes are still as robust, but the finishes and details have been refined to meet higher aesthetic requirements.
Our Dickies Selection at Ultimate
For this first selection, we have chosen pieces that best represent the Dickies spirit while perfectly integrating into a current streetwear wardrobe:
- Clean-cut Coach Jackets: The Dickies coach jacket has become a streetwear classic. Its straight cut, full-length zipper, and functional pockets make it a versatile piece that can be worn over a hoodie in winter or over a t-shirt in spring.
- Sweatshirts and Hoodies: Dickies comfort transposed into casualwear. Robust pieces with strong seams that last without deforming after washing.
- T-shirts with Iconic Branding: Simple, effective, with the Dickies logo clearly visible. Essential basics that mix with everything.
- Windbreakers: Lightweight, functional, with clean lines. Perfect for transitional seasons.
- Accessories: Beanies, caps, and bags that complete outfits with the same stylish sobriety as the rest of the range.
How to Wear Dickies in 2025?
Dickies' strength is its versatility. Here are some combinations that work particularly well:
- The old-school skate look: Black or khaki Dickies 874 pants, graphic t-shirt, Vans or New Balance, flat-brimmed cap. Simple, iconic, inexhaustible.
- The work-chic look: Dickies coach jacket over a basic sweatshirt, straight-cut jeans, and clean sneakers. A balance between utility and urban.
- The layering look: Dickies hoodie under an oversized jacket, cargo pants, and chunky sneakers. The type of silhouette that dominates streetwear in 2024-2025.
Value for Money: An Unbeatable Argument
One of the reasons Dickies has conquered the most demanding cultures in the world — skate, hip-hop, punk — is its unbeatable value for money. Pieces built to last, at accessible prices, without ever sacrificing aesthetics.
At Ultimate StreetStore, we share this philosophy. We believe that style should not be reserved for those who can afford the prices of major fashion houses. Dickies perfectly embodies this mindset.
Available In-Store in Digne-les-Bains and Online
Our Dickies selection is now available in-store in Digne-les-Bains and on ultimate-streetstore.fr. The collection will be regularly updated throughout the season, with new models and colorways arriving as deliveries come in.
Don't hesitate to visit the store to try on the pieces and get advice from our team on the best combinations. And if you're out of the area, our online store delivers throughout France with fast shipping times.