Dickies, the iconic American workwear brand, is proud to present their SS25 campaign, shot at Danish music festival Roskilde, celebrating the people who make it happen. From the hands that build and the minds that create, the campaign celebrates the tireless work and energy that shape the festival and emphasises Dickies as a staple in your festival wardrobe.
Dickies has long been a go-to brand for festival goers, combining style and durability through timeless pieces. From iconic styles such as the Eisenhower jacket and the 13-inch multi pocket shorts through to bucket hats and graphic tees, Dickies has festival styling on lock whether you’re attending, performing or volunteering.
Roskilde Festival is one of Europe’s largest and most celebrated festivals and has been a beacon of culture for over five decades. From Phoenix to Charli XCX, Nirvana to Kendrick Lamar, the festival has seen it all. Though the music steals the spotlight, the real magic happens behind the scenes. With 30,000 volunteers working tirelessly, from carpenters raising stages, to electricians powering sound systems – the workers are the true heart of the festival. Dickies is built for those who build Roskilde, from the first bolt to the last beat.
With days spent on your feet, come rain or shine, having clothing that can withstand it all is essential. Dickies is built to last, offering a tough outer layer while still being comfortable and breathable for warmer festival days. Versatile and perfect for layering, functionality lies at the heart of the products and customer journey.
And when the final beat drops and the crowd empties, the work is far from over. The same hands that built it all will tear it down, clean it up, and prepare to do it all over again next year. No Roskilde without the workers. No workers without the right gear. Made in Dickies.
