There’s something about Dickies gear that hits different. This is not a brand that pushes inauthentic, overly curated stories; it gathers dedicated fans because it keeps the message real and the gear going hard 24 hours a day, seven days a week. Simple.
And that’s exactly what the 247 campaign is all about, a simple, culturally-on-point work pant that’s more than a garment — it’s a whole lifestyle.
The last time we linked up with Dickies for 247 was in Paris, where the brand brought that lifestyle to life. It gathered the who’s who of the Parisian streetwear scene in the middle of the city’s Fashion Week for an event headlined by French rapper Prince Waly. It was a whole mood, and if you’re curious about what went down, you can read about it all here.
This time, the American workwear giant headed to Milan and it brought a similar energy along with it. It linked up with Italian artist Diego Naska — aka Naska, who’s known for his multi-genre emo-trap-pop-punk style — and pulled up to the city’s iconic Tutti Fritti bar. Over the night, the iconic bar spilled into an adjoining venue, transforming into a mix of exhibition space, club energy, and grassroots hangout. With DJs, drinks, and Naska’s raw edge setting the tone, the night became less of a launch event and more of a snapshot of Milan’s cultural pace.
The exhibition space debuted an additional Dickies cultural moment: To authentically capture the “all day, all night” spirit of the 247s, it has been handing out Camp Snap cameras to creators across Europe with one brief: How do you live, work, and play in your 247s? The results? Candid frames of people skating, building, performing, and just doing life. Unpolished, unstaged, and real.
At the center of the campaign, of course, is the 247 Work Pant itself: a lighter, more breathable spin on Dickies’ core silhouettes. 100% enzyme-washed cotton twill, tailored refinements, functional tweaks (phone welt pockets, contrast stitching), and the durability you expect from the brand. It’s workwear built to move with you, from morning coffee runs to late-night sets.
Available in black, charcoal grey, dark brown, and sand, the 247 collection carries Dickies’ DNA into everyday culture without losing the grit.
The 247 drop is live now at Dickies.
