VF Corp. Sells Dickies to Bluestar Alliance

VF Corp. will sale Dickies to Bluestar Alliance for $600 million, concluding a seven-year collaboration.

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VF Corp. has executed a notable transaction, divesting its workwear brand, Dickies, to brand management company Bluestar Alliance for $600 million USD, as reported by BoF. The transaction signifies the conclusion of a seven-year alliance that commenced with VF Corp.'s $820 million acquisition of the brand in 2017.

Despite Dickies' pervasive reputation as an American workwear brand favored by construction workers, skateboarders, and street fashion icons, it has had difficulties under VF Corp.'s ownership, necessitating a "profound turnaround" strategy and the relocation of its headquarters. Significant changes are anticipated at the 874 Pant purveyor.

In the mass-market menswear sector, the sale is transformative, as Dickies occupies a distinctive niche between durable workwear and fashionable streetwear. The cultural significance of Dickies renders it a suitable enhancement to the Bluestar Alliance portfolio. In recent years, the firm has exhibited a discerning focus on the convergence of luxury and streetwear, recently incorporating Off-White and Palm Angels into its brand portfolio.

The acquisition indicates a reinvigorated emphasis on Dickies’ cultural significance, potentially rejuvenating its standing within the subcultures that have supported it for decades.