Hard Working. Hard Wearing. Always On.
Dickies is a heritage workwear brand embraced by a new generation of creators, hustlers, and individuals who choose to live the brand. With deep roots in street culture and utility fashion, Dickies stands for grit, style, and everyday resilience.
WeFuse was tasked with creating a campaign that not only celebrated the brand’s legacy but brought it to life through real people, doing real work. The result: Hard Working, Hard Wearing; a social influencer campaign powered by raw storytelling, video content creation, and purpose-driven engagement.
Our Approach
Choosing the Right Influencers
Our goal was to connect Dickies with a broader creative audience while staying true to its streetwear and workwear roots. We handpicked a group of creators; including musicians, makers, and everyday grafters, whose lifestyles reflected the brand’s values of hustle, originality, and grit. These weren’t just influencers with reach; they were storytellers with real communities. Each one represented a different expression of the Hard Working, Hard Wearing message, allowing us to expand the brand’s relevance across industries like music, design, and entrepreneurship.
The Cool Factor
- Authentic, no-script video content led by culturally relevant voices.
- Strong storytelling tied directly to product use in real life.
- Flexible enough to live across platforms while maintaining strong brand consistency.
- Showcased Dickies as relevant across music, design, lifestyle, and beyond.
Telling Stories That Fit the Brand
WeFuse developed and produced all video content in-house, with a focus on capturing unscripted moments. The concept was simple: let the influencers show us what they do best and let the clothing speak for itself. No scripts. No forced product plugs. Just passion, authenticity, and natural brand alignment.
Social Media Campaign Rollout
We activated across Instagram and YouTube, leveraging each influencer’s audience and reach. Campaign content was strategically released to drive momentum, boost reach, and generate conversation around the brand’s relevance and versatility.
Lessons Learned
Real stories resonate: Raw, unscripted content builds trust and a deeper emotional connection.
Cultural relevance is key: The right voices drive the right conversation.
Influencer-led campaigns don’t need hard sells: Showcasing passion and lifestyle is more impactful than a product push.
Ready to Bring Your Brand to Life Through Storytelling?
Let’s create content that doesn’t just sell, but connects, engages, and lives in culture.
Talk to our creative team today.