Company's Workwear Brand Heritage Plays an Integral and Logical Role in the Grassroots Music Scene
SXSW 2009
February 17, 2009, FORT WORTH, Texas–(BUSINESS WIRE)–Williamson-Dickie Mfg. Co., makers of Dickies®, the leading global workwear brand, is proud of and eager to expand its long-standing relationship with the music industry. The authenticity and durability of the Dickies brand resonates with the industry's opinion leaders, musicians, stage hands and crew alike. Now Dickies is showing its support for up-and-coming bands by offering three unique and explosive opportunities during the South by Southwest music festival in Austin, Texas from March 15-23, 2009. The initiatives – Dickies House, Dickies Lounge and Dickies Battle of the Bands – are exciting opportunities for the brand to gain an even stronger foothold in the up-and-coming music community and further explore the relationship between the hard-working clothes they produce and the role these clothes play in equally hard-working musicians' lives and styles.
Dickies House
For years Dickies has dressed bands and musicians of all types and genres, from Rap to Rock, Country and Western to Brass. So when it came time to delve deeper into the music scene, Dickies checked their list of band fans and selected one that truly embodies the spirit of the brand. Three-member Detroit band The Hard Lessons will be spotlighted in Dickies House, a fully branded house in central Austin that will serve as the living quarters for the band during their festival stay. The house, outfitted with cameras and a production crew, will serve as a backdrop for the band's day-to-day drama, performances and parties. All of which will be captured and documented reality-show-style, then released as a series of webisodes. Think of it as a true behind-the-scenes chronicle of events filled with the music, lifestyle and experiences of a compelling musical act on the cusp of making it big – and the part Dickies plays along the way.
Dickies Lounge
Dickies will also offer a lounge on Austin's world-famous Sixth Street as a place for frantic music-lovers and VIPs to relax. Between March 18th – 20th, from 3:00 p.m. – 8:00 p.m., J Blacks' Cork Room will allow select festival-goers a place to mingle and create powerful connections with bands and music power houses that align with the Dickies brand. A first for Dickies, this Lounge event will offer wireless internet for surfing and working, food, beverages and branded merchandise perfect for hard-working bands and their fans.
Dickies Battle of the Bands
Dickies also created an additional way to support up-and-coming bands looking for a chance to show their talent with their inaugural Battle of the Bands competition. This monumental event, another first for the brand, will be held outdoors on Friday, March 20, 2009 at The Compound in Austin, TX from 1:00 to 6:00 p.m. To qualify to compete for the $10,000 grand prize, bands must create an entry form complete with a photo and a 60-second video clip of the members playing original material, and all submissions will be carefully judged and hand-picked by a select panel of celebrity judges in the music industry. Deadline for submissions is February 23, 2009 11:59 p.m. Eastern Standard Time, and bands chosen to compete will be announced March 2, 2009 on http://dickiesupstart.com.
More information about all three programs can be found leading up to, during and following the events at www.dickiesupstart.com.
Since its beginnings in Fort Worth, Texas in 1922, the Williamson-Dickie Manufacturing Company has grown from a humble manufacturer of bib overalls into a global brand powerhouse, with DICKIES work pants, shirts, denim, outerwear, school wear, outdoor gear, medical and chefs apparel and an extensive licensing program offering sturdy head-to-toe clothing options for hardworking men and women of all ages, professions, regions and interests. Williamson-Dickie operates through subsidiaries in North America, Canada and Europe as well as exclusive distributorship around the world.
Contacts
Williamson-Dickie Mfg. Co.
Misty Otto, 817-810-4461
817-235-0359 (cell)
motto@dickies.com
or
Edelman
Tiffany Yeager, 214-443-8804
469-693-8617 (cell)
tiffany.yeager@edelman.com
or
Courtney Goldberg, 214-443-7588
214-808-3603 (cell)
courtney.goldberg@edelman.com
