The Dickies company, founded in Fort Worth, Texas in 1922 by C. N. Williamson and E. E. "Colonel" Dickie, initially focused on producing denim bib overalls for farm and ranch workers in the Southwest. However, it wasn't until the late 1970s that Dickies started gaining popularity beyond its original audience. During this time, the brand began to resonate with the Black and Latinx communities in Southern California. These communities embraced Dickies as a fashion statement, often pairing the brand's durable denim with clean, oversized button-up work shirts or white T-shirts. This shift in consumer perception transformed Dickies from a classic workwear brand to a staple in streetwear culture by the 1980s. While skaters had been wearing Dickies since the 1980s, it was in the 1990s that skateboarding truly entered the mainstream. Similar to how MTV popularized fashion through music videos, the rise of VHS contributed to the spread of skateboarding. Dickies' reputation for durability, looser fit, and affordability made it the go-to choice for skaters, solidifying its association with the skateboarding community. The brand recognized this connection and now sponsors numerous high-profile skaters, further capitalizing on its affiliation with the sport. Overall, the Dickies company has a rich history that spans nearly a century. From its humble beginnings as a workwear provider to farm and ranch hands, to its evolution into a streetwear and skateboarding staple, Dickies has successfully adapted to changing consumer trends while maintaining its reputation for quality and affordability.