Rock Hipsters Discover Work Clothes

July 12, 2003

Leslie Earnest of the Los Angeles Times reports that in one of fashion's weirder pairings, punk rockers and skateboarders have for years stocked their closets with Dickies apparel, a brand of work clothes with deep blue-collar roots.

Now, with rock groups such as LIMP BIZKIT, SYSTEM OF A DOWN and ALIEN ANT FARM wearing Dickies, the brand's appeal has broadened to ensnare a growing number of male consumers for whom "anti-fashion" is a fashion statement.

Williamson-Dickie Manufacturing, based in Fort Worth, Texas, says in each of the past three years it logged triple-digit increases in sales of young-men's apparel, lately one of retail's toughest categories. Los Angeles-based Apparel Limited, which four years ago snagged the license to make a Dickies Girl line, projects that retail sales of its products will hit $100 million this year. Read more.

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