Dickies Unveils the 247 Work Pant in a High-Energy Music-Fueled Campaign

Dickies has just done it again, this time partnering with music talents Ezra Collective, Diego Naska, and Prince Walyfor an energetic campaign launching their new 247 Work Pant. This isn’t just about a new product; it’s a celebration of how classic workwear seamlessly blends with modern life, showcased through the authentic, unstaged moments of these artists’ daily routines across London, Milan, and Paris.

The 247 Work Pant itself is a lighter, more versatile take on Dickies’ iconic designs like the 874 and Double Knee, engineered for comfort and durability around the clock. Crafted from enzyme-washed 8.3oz cotton twill for a softer feel and featuring an added phone pocket for modern needs, these pants are built to keep up with the demands of everyday life. From morning coffees to late-night studio sessions, the campaign highlights how this pant moves effortlessly with its wearers, adapting to every moment. As Filip Elerud, Global Brand Marketing Director, noted, it’s all about “versatility, ease, and staying true to the brand’s workwear roots while evolving with a new generation.” The collection is available in versatile colours like dark brown, desert sand, and black.

The campaign officially kicked off with two captivating hero stories and an exclusive live performance by Prince Waly at La Cartonnerie in Paris. Looking ahead, Dickies plans to expand the “247” energy throughout the summer and into autumn, incorporating hyperlocal moments and content that further integrate the brand’s global community.