After Seven Years, the Workwear Icon Finds a New Home — What’s Next?

VF Corporation has finalized the sale of its iconic workwear brand, Dickies, to brand management firm Bluestar Alliance for USD 600 million. The transaction, ending a partnership that began with VF’s $820 million acquisition of the brand in 2017, is expected to mark a new chapter for Dickies, according to BoF.

Dickies, which has long held a unique place in American workwear—from construction workers to skateboarders and street fashion enthusiasts—faced recent struggles under VF’s ownership, including revenue declines and a strategic headquarters relocation. Now, with its integration into Bluestar Alliance’s growing portfolio, the brand’s cultural relevance and potential revitalization are in the spotlight.

Bluestar Alliance, known for its savvy acquisitions in both streetwear and luxury (including Off-White and Palm Angels), is expected to leverage Dickies' dual identity as both rugged workwear and a trendsetting streetwear staple. The future direction of Dickies, in the hands of its new owner, will be closely watched by both industry insiders and loyal fans.

Photo: Dickies