U-DOX INTERNATIONAL CREATIVE AGENCY / LONDON & BANGKOK
UNIT 5 / THE LUX BUILDING / 2-4 HOXTON SQ / LONDON N1 6NU
+44 (0)20 7494 4401 firstname.lastname@example.org
When it comes to the current boom in heritage workwear as fashion, few companies are better positioned to take advantage of an inherent history in their product than Dickies. Renowned for performance, comfort and durability, it was during the early ’90s that their functional staples were adopted by hip-hop, skate and alternative cultures, resulting in Dickies becoming a cult fashion brand.
The brand approached U-Dox in late 2009 about putting together a book annual for them in 2010 that would illustrate both the heritage and product of the brand alongside the subcultures that Dickies has become a part of.
Recognising the need to tie the design of the book into the heritage of the product and the way this has influenced its current appeal, U-Dox approached the book as a curatorial project, selecting characters and cultural movements that not only reflected the brand’s ethos, but also its broad consumer appeal.
Working with Jason Jules (Inventory / GQ Style) and Jay Hess (By Both) as editor and art director respectively, it was also important to tie this diversity together with a flow and understated aesthetic that directly reflected Dickies’ own simplicity. Each section of the book was therefore designed to be visually related, yet still unique and identifiable as the reader navigates through its pages.
Responsible for for all elements of the print campaign – from concept and design through to photography, typesetting, content creation and production – U-Dox approached the entire project with the kind of passion that can only be summed up by its title, ‘Love Your Work’.
Dickies Europe were so thrilled with ‘Love Your Work’ that they commissioned U-Dox to produce an iPad version of the book, which was made available for a short promotional period via iTunes.
“Love your work – Project 1 is the best printed piece we have ever produced in Europe. We wanted to have something that shows how Dickies has become a natural part of several different cultures and the book encapsulates fact this brilliantly. U-Dox and everyone involved in the project invested so much love and passion that it became a truly inspiring book. It helps us to get the Dickies message across and to get our clients excited about our brand.”
Jürgen Alker Brand Director Europe at Williamson-Dickies Eurpe Gmb