The workwear and skateboarding stalwart goes mainstream.

Founded in Texas in 1922 by C. N. Williamson and E. E. "Colonel" Dickie, Dickies has become the go-to for iconic, quality workwear-inspired clothing. We worked with Dickies to create a new look for their streetwear line, Dickies Life, that captures their timeless vintage aesthetic.

“The Golden Ratio has inspired thinkers of all disciplines like no other number in the history of mathematics” - Mario Livio, author and astrophysicist.

The golden ratio has been used throughout history to create works of art that have organic and natural-looking compositions that are aesthetically pleasing to the eye. Rooted in nature and mathematics, the golden ratio is the perfect combination of balance and harmony. We were inspired by the golden ratio for this project, choosing to use it as the grid for Dickie’s new site. The two-column layout is well suited to web design, as it creates a natural sense of order, balance and hierarchy.
As many of Dickie’s customers are digital natives, we adopted a mobile-first approach to ensure the site looks great on all devices, enabling customers to shop Dickies Life, regardless of what kind of device they are using.
Dickies are known for their hero products, such as the Original 874 Work Pant and Haywood Backpack. To make the promotion of these hero pieces easier for the commerce team, we created blocks on the homepage that showcases multiple product views, acting a mini product detail page for the customer. This, in turn, enables the customer to add the hero products to their bag directly from the homepage.
We redesigned the product detail page to make better use of the screen space to show more product imagery above the fold. A “You may also like” section was added to help guide the customer through the site and aid in conversion rate optimisation.

Services Employed

  • Design
  • User Experience
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