By  on April 27, 2010

The Dickies workwear brand is getting into the heritage game.

The Fort Worth, Tex.-based label will introduce a premium, archive-inspired capsule collection in July called Dickies 1922. The replica products will be manufactured as they were in the Thirties.

The move taps into the revival of vintage American workwear styles and labels, as well as the increasing number of global brands seeking to appeal to consumers by touting their heritage. The company sourced all materials in the U.S. and is producing the collection in Uvalde, Tex., in one of Dickies’ oldest, continually operating facilities.

For the marketing effort, the brand commissioned five photographers to shoot portraits of under-the-radar New York musicians wearing the 1922 pieces, and the images will be exhibited during a launch party today at the Hosfelt Gallery in Manhattan.

The company, Williamson-Dickie Manufacturing, was founded in 1922, hence the name of the collection. The archival styles refer to the Thirties, when “Dickie’s” — it later dropped the apostrophe — became a major supplier to the Army.

The 1922 collection will consist of four pieces: the Uniform Shirt with long or short sleeves, and the Uniform Pant, available hemmed or cuffed. All four come in two colors, khaki or suntan. The shirts will retail for $175 and the pants for $200. For comparison, work pants and woven shirts are priced as low as $22 in Dickies’ main line.

The limited edition 1922 garments are cut from the official Cramerton Army Cloth, which was developed at the request of the Army’s Quartermaster Depot in Philadelphia. The pants have tunnel belt loops all around — the earmark, Dickies said, of a high-grade uniform garment — as well as a button fly and watch pocket. Other details include a string loop at center back, back darts and back welt pockets, and selvedge edge facings. The shirt has inverted-pleat flap pockets with shell buttons and selvedge reinforcement.

They will bear Dickies’ retired “brush mark” logo on paper tags reproduced from the archives.

The line will be carried by retailers such as Unionmade in San Francisco, The Stronghold in Venice, Calif., and Luther’s in Austin, Tex.

In a separate initiative, Dickies is touting the history of its 874 style of staple work trousers. The 874 has barely evolved since 1967, but this fall Dickies is growing the franchise by experimenting with new pigments, weaves and finishes — and even a skinny fit.

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