Dickies is entering a new era — and it’s doing so by taking over an industrial factory in Milan.
For SS27, the brand unveils From Industry To Icon, a three-day cultural activation set inside the Wivian Factory, transforming the raw industrial venue into an immersive environment where workwear, music, skate culture, craftsmanship, and underground communities collide.
The project marks a significant moment for Dickies under the ownership of Bluestar Alliance and the European operation led by SPORTLUX, signaling a sharper cultural direction while staying rooted in the brand’s century-long workwear heritage.
Rather than a traditional showroom presentation, From Industry To Icon is positioned as a city-scale experience. Across three days, the space will host collection previews, live performances, workshops, and temporary installations designed to celebrate the communities that organically shaped the brand’s identity over decades — from workers and makers to skaters, musicians, and creative collectives.
The SS27 collection itself pushes Dickies further into a more elevated and intentional product space, with a renewed focus on denim through expanded silhouettes and updated washes, while womenswear receives a more refined and clearly defined direction.
By merging authentic utility references with a contemporary creative lens, Dickies is making it clear that the future of workwear isn’t just functional — it’s cultural.
