Dickies came to us with a clear and difficult ask: revive the 874. Their iconic workpant had been a staple in American workwear for decades, but sales had slowed. While Dickies maintained strong performance in categories like healthcare scrubs and school uniforms, the core workwear market—where the 874 once reigned—was slipping in the face of stiff competition from brands like Carhartt.

When we looked closer, we found something the brand had been overlooking: hard work doesn’t always look traditional. Yes, the 874 still had loyal fans in garages, job sites, and warehouses—but the real energy came from skateboarders, motorcycle builders, underground musicians, and other youth-driven subcultures. For these communities, the pant wasn’t just functional—it was foundational. Part uniform, part statement.

And that gave us our guiding principle: you don’t just wear the 874—you earn it. Whether you’re fixing bikes or kickflipping curbs, these pants don’t belong to you until you put in the work. That idea became the campaign’s rallying cry: Earn Them.

We created a campaign that looked, sounded, and moved like the people who wore the 874 every day. A series of raw, rugged films and print executions showcased both unexpected and iconic wearers—from mechanics to skaters, punk bands to welders. We obsessed over authenticity—casting real people, capturing real action, choosing music and art direction that felt lived-in, not designed.

The result was a campaign that hit instantly with the communities it portrayed—and with everyone who aspired to be part of them.

The campaign gained traction organically, fueled by press and word of mouth. Sales of the 874 surged to levels the brand hadn’t seen in years. More importantly, Dickies embraced this cultural shift, and you can still see the ripple effects today. The brand continues to lean into the lifestyle that helped bring it back—and still, to this day, reposts images from this campaign on their Instagram feed. Like the 874 itself, this work never goes out of style.