In 2007, I started to work at Dickies as a freelancer. My task was to look at the brand and develop a new strategy for the brand. I looked for some amazing creatives and found them in Stockholm at farfar.


We changed the trajectory of the Dickies brand, which was to try and be a fashionable, European brand. Instead, we took it back where it belonged – to its original, US workwear roots. We showed an authentic brand, with real people behind it. We started a lot of initiatives, some you’ll find on this site.


Now, in 2010, we really see the brand moving forward and being recognized in a totally different way than it was three years ago. It all proves that a clear and focused brand can make some money.