The US-based VF Corporation has completed the separation from its Dickies brand, announced in September. The group announced on Wednesday that the sale of the workwear label to the brand management company Bluestar Alliance LLC for 600 million US dollars (552 million euros) had been completed.
With the acquisition, Bluestar Alliance strengthens its position in the global market. The company was able to further expand its portfolio of fashion and lifestyle brands, which recently added Palm Angels (2025), Off-White (2024) and Scotch & Soda (2023). Including Dickies, Bluestar Alliance’s total portfolio now generates global retail sales of more than $13 billion. This is generated by over 600 licensees and 500 international stores.
Founded in 1922, Dickies has recently experienced a new cultural revival. The brand has evolved from a traditional workwear manufacturer to a symbol of authenticity and is valued by Gen Z, skaters and the global fashion community. This change is driven, among other things, by strong demand in Japan.
Bluestar sees Dickies as a “perfect addition” to its brand portfolio
The management of Bluestar Alliance acknowledged the strategic expansion of the group’s portfolio by the traditional brand. CEO Joey Gabbay called Dickies “one of the most authentic and resilient brands in the global apparel industry.” He noted that the brand’s 100-plus-year legacy is now “fully embraced by the fashion, skate and streetwear communities.” Gabbay emphasized that Dickies is the “perfect complement” and an “excellent platform for additional growth in denim, footwear and lifestyle.”
Ralph Gindi, Chief Operating Officer (COO) of Bluestar Alliance, echoed this sentiment. He explained that the brand represents “a perfect balance of authenticity and cultural relevance.” Gindi reiterated that Bluestar will leverage its extensive network of licensees and partners to “accelerate Dickies’ growth in new categories and with new audiences.”
The new owner wants to expand the brand into additional product categories
Under the leadership of Bluestar Alliance, Dickies is now facing a new phase of expansion. The strategy focuses on introducing new product categories. This includes denim, shoes and upscale lifestyle offerings. Additionally, collaborations with culturally relevant street, skate and fashion brands are planned.
Bluestar plans to significantly expand Dickies’ global presence. The focus is on the EMEA and APAC regions. Particular attention is paid to markets such as Germany, Japan, South Korea and the United Arab Emirates. At the same time, the brand heritage of craftsmanship and functionality should be preserved.
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