Dickies targets “modern-day creators” with a new capsule collection in tandem with Jameson Irish Whiskey.
The two heritage brands launched the collection called “Crafted Together” this week offering co-branded workwear-inspired apparel and accessories for men and women. The partnership aims to connect “kindred spirits” that share an appreciation of community and craftspeople.
“Jameson Irish Whiskey was founded in 1780 when workwear was the uniform of the working community, often seen in the local pub after a hard day’s work,” said Brendan Buckley, Jameson global marketing director. “Meanwhile, Dickies began its life in 1922 as a quality and respected workwear brand. Craft and kinship underpin both brands and we are delighted to bring that shared ethos to life through the Jameson x Dickies Crafted Together collection.”
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The Crafted Together collection includes signature Dickies pieces like the Eisenhower jacket, double knee pants and utility overalls, each offered in rinsed duck brown, black and botanical garden—a shade of green that nods to Jameson’s bottles and labels. The green color is repeated throughout the assortment as a flannel shirt, beanie and bar towel.
A new bespoke graphic, which pays homage to the original Jameson “Barrelman” icon linked to the brand since the 1700s, can be found on select tees and hoodies.
The collection retails for $20-$80 and is available in 26 markets globally including Canada, the U.S., U.K. and Asia. The collection is available on both brands’ websites.
Pop-up stores in New York City and London for those 21 and older bring the collaboration to life. Each popup offers guests bespoke samples of Jameson cocktails and access to the works of local creators.
“Quality craftsmanship is a longstanding pillar of our Dickies business, and deeply rooted in our workmanship community,” said Sarah Crockett, Dickies chief marketing officer. “Dickies and Jameson teaming up feels like a natural partnership due to both brand identities and our shared DNA. We’re thrilled to collaborate with Jameson to commemorate our brand stories and, most importantly, celebrate our loyal customers.”
