Dickies

It’s no bull. The toughest athletes in the PBR may just be the bullfighters. They charge, flip, roll and cajole to get that 2,000 lb. beast away from downed riders. 40 times a night.

Which is why they’re now called the Dickies DuraBullfighters.

Dickies isn’t just a brand, it’s a way of life. Family--owned Williamson-Dickie Mfg. Company has built a global powerhouse by making durable, functional clothing that works as hard as the people who wear them... and is the reason that Dickies picked these tough PBR athletes to be their representatives in the exciting world of PBR in 2005.

Founded in Fort Worth, Texas, in 1922, Dickies has a long history clothing farmers and ranchers around Cow Town and far beyond.

In fact, Mr. Williamson did America’s first consumer apparel research survey in the 1950s— on cowboys and their jeans. Henry Fonda memorably wore Dickies overalls in “The Grapes of Wrath,” playing an Okie in the dust bowl days of the 1930s, just like so many people continue to do on farms and ranches in the nation’s heartland. During World War II, Dickies made more than 9 million U.S. Army uniforms. When the G.I.s came home, they wore their Dickies into the fields, factories and garages and the twill workshirt/khaki pants “matched set” became the unofficial uniform for workers coast-to-coast. Icon Frank Sinatra wore a Dickies matched set in the WWII classic “From Here to Eternity,” as did Humphrey Bogart in “To Have and Have Not.”

But the real touchstone for Dickies is product innovation. Our design team is constantly updating the functionality and appeal of Dickies pants, shirts, denim, outerwear, uniforms and accessories to respond to changes in the workplace.

Yesterday, it was inventing permanent press, better coveralls and mass producing the zip fly. Today it’s improving duck work jackets or medical scrubs, creating the perfect cellphone pocket for your plumber, and introducing camo for weekends and longer workshorts for the bike delivery guy, just to name a few.

Now celebrities from Tim McGraw and Kid Rock to Outkast and Jesse James wear Dickies for the same reason millions of hardworking people around the world do. You can count on Dickies to work on the job every time, even if you’re throwing yourself in front of 2,000 pounds of moving meat, just for fun.

Check out the new Dickies DuraBullFighters