Dickies AW15

Frank Lebon stars in the brand's latest guise.

Frank Lebon has already played model for Martine Rose, Alexander McQueen and Stussy, so his latest poses put Dickies in some good company (never mind that he’s actually a filmmaker with one of the realist Instagram accounts we’ve spied). 

For the brand’s new campaign – co-starring Lee Davidson – London agency Peach Fuzz has tapped what it thinks attracts a European audience to the American workwear staple, namely its contemporary associations with skate culture.

Shot by James A. Grant and styled by Annie Pheby, the look book boasts an analogue aesthetic with a corresponding authenticity, instantly visible via the creases of the backdrop and Davidson’s (presumably) own jewellery.

A creative direction that pushes the brand into a new territory (officially at least, the respective subcultures have long known how to get theirs), the new imagery effectively reflects the 97 year old brand’s position in 2015. 

www.dickiesstreetwear.com

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