Long live Dickies trousers—the 100-year-old brand is trending among Gen Z. Their 874 wide-leg workwear pants are featured on TikTok under the hashtags #Ootd (outfit of the day), #fashioninspo and #grwm (get ready with me), which “are some of the most popular hashtags on the platform.” The pants are styled by influencers who fold the waistband down or pair them with a cropped tank top. #Dickies874 currently has 51.7 million views on TikTok and the brand is actively working on reaching Gen Z by making brand deals with influencers, touring with Olivia Rodrigo, and collaborating with Depop. YPulse research shows young consumers are interested in second-hand clothing and thrift stores are one of their top favorite places to buy clothes, and 100-year-old brands like Dickies are reinventing themselves (and more importantly their online presence) to reach Gen Z. (Vogue Business)
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