From building sites to factories, the hunt is on for ‘real life models’ to advertise workwear

September 13, 2018

Dickies Workwear, the global brand with its UK headquarters in Midsomer Norton, has launched a search for ‘real’ tradespeople to model its clothing and footwear.

In a break from traditional workwear advertising, the firm wants to photograph people at their place of work – or in a typical environment for their job – in the type of Dickies clothes they wear every day.

The images will be used in print advertising, brochures and flyers, plus in social media activity – all produced in-house by Dickies – and with the advertising focused on the individuals’ passion for their jobs and how their workwear supports them on a daily basis.

US-owned Dickies produces an extensive range of workwear including coveralls, trousers, shirts, jackets, fleeces and bodywarmers along with high-performance products such as foul weather protection, high visibility garments and flame-retardant items.

Dickies marketing director, Europe, James Whitaker said: “Dickies is designed and made for real tradespeople, so it makes sense to use those who rely on our workwear to model our ranges.

“We are striving for our advertising to be authentic. We don’t mind if our ‘real’ models have pot bellies, tattoos of yesterday’s stubble – and there is no age limit! We hope that showcasing our workwear on tradespeople will resonate well with our customers.”

Those who wish to put themselves forward for consideration are invited to apply via email to:, using the subject line ‘Make me a Dickies model’. Applicants should include a photo along with their name, age, location, measurements and their trade.

The Dickies in-house marketing team will select a range of tradespeople of different ages and the company will visit and photograph/film each model in their place of work. The campaign will start later this year.

Dickies was launched in Texas in 1922 to produce work overalls and during the Second World War produced millions of uniforms for the US Army. Today it is to the world’s largest workwear manufacturer with operations across the globe. 

The firm has been operating in the UK since 1989 and employs 341 staff across its two buildings in Midsomer Norton.




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