Dickies Kicks It Into High Gear With New Dickies Shop Collection Debuting At SEMA

Leading Workwear Brand Launches New Automotive Line to Suit Every Hard-Working Crew Member

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Nov 03, 2015, 12:00 ET

FORT WORTH, Texas, Nov. 3, 2015 /PRNewswire/ -- Dickies, the auto industry's top preferred apparel brand, will debut a new automotive garment line at SEMA, while also acting as the official apparel sponsor of the show, November 3-6, 2015, in Las Vegas NV. Fueled by in-depth customer insights drawn from active auto workers and specialty built for today's automotive workforce, the Dickies Shop Collection features new innovations while maintaining the advanced level of quality, durability and comfort that working professionals have come to appreciate from Dickies.

The Dickies Shop Collection features a wide variety of products for men and women including, shirts, knits, pants, shorts, denim, coveralls and jackets; and accessories such as safety footwear and non-scratch belts. With added functional details and optimized comfort to allow workers to maintain focus on getting the job done, the new Dickies Shop Collection's advanced features include:

Pants trimmed with non-scratch buttons, convenient tool pockets, and bend-friendly waistbands.
Cooling mesh technology built into shirts, providing superior ventilation and optimized airflow to keep wearers cool in hot conditions.
Lightweight, breathable flex fabrics that move with, not against, the worker.
Moisture-wicking fabric co-developed with Milliken & Company, a leading textile innovation manufacturer, which rapidly dries the material, keeping the wearer both cool and comfortable.
Team wear collections, available in men's and women's styles, allow an entire shop team to be professionally outfitted.

"The Dickies Shop Collection is specialty designed and constructed workwear to meet the unique needs of the automotive worker," explains Brian Sheedy, vice president of merchandising and design, Williamson-Dickie Mfg. Co. "We initiated and completed several rounds of automotive field wear-testing and research to ensure we built the Shop Collection with true purpose. The final positive research results have been incredibly motivating, further empowering our design team to continuously raise the bar in the design and development of our products."

In addition to the debut of the Dickies Shop Collection at SEMA, Dickies has also partnered with SEMA to exclusively provide uniforms for show staff working across a variety of occupations including maintenance, food and municipal services.

For more information on Dickies Shop Collection, visit dickiesdelivered.com and follow Dickies on Facebook, Instagram and Twitter.

About Dickies Occupational Wear
A division of Williamson-Dickie Mfg. Co., Dickies Occupational Wear provides authentic workwear to the industrial laundry, uniform dealer and ASI distributor industries. Servicing North America, Dickies Occupational Wear specializes in head-to-toe uniform solutions for five key segments: Hospitality, Food Service, Manufacturing and Law Enforcement/Government.

About Williamson-Dickie Mfg. Co.
Williamson-Dickie Mfg. Co. is the world's leading provider of authentic work apparel, specializing in innovative performance workwear since 1922. The company offers premium quality products at an unmatched value across a vast assortment of apparel, footwear and licensed goods in more than 100 countries. Williamson-Dickie operates through wholly-owned affiliates in the United States, Canada, Mexico, Europe, China, Japan and the Middle East; exclusive licensees and distributors in South America, Africa and the Asia Pacific region; and under the Dickies®, Workrite®, Kodiak®, Terra®, Walls®, Big Smith®, 10X®, Liberty® and Duxbak® brands. For more information, visit www.williamsondickie.com.