Dickies expands its leadership and legacy in the automotive space through a partnership as the official workwear brand of Detroit Speed, Inc., a company best known as an award-winning manufacturer of aftermarket performance suspension for muscle cars and trucks.
As the official workwear of Detroit Speed, Dickies will outfit more than 50 Detroit Speed employees with work apparel from the brand’s Shop Collection, a line specially built for today’s automotive workforce. The Dickies Shop Collection features a wide variety of products for men and women including, shirts, pants, shorts, coveralls and jackets. Designed to allow workers to maintain focus on getting the job done, the Dickies Shop Collection’s advanced features include: shirts and pants engineered with durable, lightweight FLEX fabrics that move with, not against, the worker; pants trimmed with non-scratch buttons and multi-purpose convenient tool pockets; cooling mesh technology built into shirts, providing superior ventilation and optimized airflow to keep wearers cool in hot conditions; and teamwear collections, available in men’s and women’s styles, allow an entire shop team to be professionally outfitted.
“At Dickies, we’re committed to providing automotive workers with what they need and want to wear in the garage,” said Alex Smith, senior vice president, Dickies Occupational Wear. “We find a lot of value in collaborating with partners like Detroit Speed. We’re always listening to feedback from our workers in the trenches that can help us identify needs and trends building up from the street that we can incorporate into our Shop Collection where it makes sense,” said Smith.
Detroit Speed participates in 18 races, rallies and industry events annually with their iconic hauler each year, where the Dickies logo will be prominently displayed. Detroit Speed will also display Dickies apparel and carry inventory at events to allow other auto enthusiasts access to the same great garage workwear. The Detroit Speed race/test vehicles, driver suit, catalog and website will include Dickies branding to further promote the collaboration.
Onsite at the SEMA show, the Detroit Speed team is donning their Dickies in the Detroit Speed tradeshow booth.
“It’s important that everyone here has the right apparel for their job function, from the warehouse, to the offices, to in the fabrication shop,” said Kyle Tucker, president of Detroit Speed. “I want everybody to look professional, be comfortable and have the apparel they need to get the job done day in and day out.”
Visit Dickies at SEMA 2018 Booth #10445.
