The same adjectives used to describe the Dickies consumer were also used to describe the type of experience Dickies was looking to create to coincide with their new brand position created by GS+P. Sourcing its own materials and non-traditional partners, Switch was able to design a visceral experience that engaged consumers not just with the brand, but also with the product itself: the iconic 874 work pant. The Dickies Yard provided festival-goers and extreme sport lovers a chance to get down and dirty with Dickies.

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