Dickies Sale to Bluestar Alliance for $600 Million Reshapes Iconic Workwear Brand

Dickies, the 103-year-old Texas-born workwear icon known for its durable uniforms and utility-inspired style, has been sold to Bluestar Alliance for $600 million, marking a major shift in the brand’s ownership as VF Corp divests a marquee asset. The deal comes as the parent company seeks to reshape its portfolio and reinvest in remaining brands after years of restructuring. VF, which bought Dickies in 2017 for $820 million, will relinquish control as the sale closes later this year or by year-end 2025, subject to customary approvals.

The sale underscores a broader strategic pivot at VF Corp, which has pursued leaner operations and cost cuts as it reshapes its lineup to focus on core growth pillars like North Face, Timberland, and Vans. VF has announced $300 million in cost reductions as part of a larger reinvention plan. Dickies was not singled out for sale in earlier communications, but the brand has been among several legacy outdoor and workwear names the company has pared back or spun out in recent years. VF’s footprint has narrowed as it reorganizes around its remaining portfolios after previously separating Wrangler and Lee in 2019 and selling Kodiak, Workrite, and Terra to Redwood Capital Investments in 2021.

Dickies distributes its inexpensive work pants—typically $20 to $50—through major retailers such as Walmart, Target, and Tractor Supply Co., and it operates nine outlet stores across the United States. Yet the brand has faced headwinds this year, with global revenue dipping about 12 percent as consumer demand for traditional workwear softened amid broader retail softness. The brand’s presence has grown in popular culture as well, moving beyond its industrial roots to be embraced by skaters, musicians, and fashion-forward consumers. In recent years, Dickies has appeared in high-profile shoots and street-style moments, including a feature with Euphoria actor Sydney Sweeney paired with a Ford Mustang, and sightings of Kendall Jenner and Bella Hadid wearing the label’s work pants.

Bluestar Alliance, the new owner, says it has followed the Dickies brand for years and views the purchase as a way to preserve its legacy while pursuing growth opportunities. Bluestar’s leadership has highlighted its experience with a diverse portfolio that spans premium and accessible fashion names. CEO Joseph Gabbay said the firm is committed to supporting Dickies’ growth and leveraging the brand’s long history to reach new audiences. Bluestar already oversees a roster that includes high-end labels such as Off-White, Scotch & Soda, Bebe, and Limited Too, and the firm has publicly described annual global sales in the vicinity of roughly $10 billion across its brands.

Industry observers note that the Dickies deal could extend Bluestar’s reach with mass retailers and potentially unlock new collaborations that blend the brand’s rugged, blue-collar identity with contemporary, mainstream fashion platforms. The transaction, which signals a move to diversify Bluestar’s distribution channels while preserving the brand’s heritage, is expected to close by the end of 2025. The sale also follows a notable corporate shift for Dickies itself: the company announced plans to relocate its headquarters from Fort Worth, Texas, to Orange County, California, a move that would end more than a century of ties to Fort Worth should it proceed.

For Dickies, the sale represents a new chapter after decades of growth built on its iconic workwear DNA and a late-20th-century rise in pop culture relevance. For Bluestar, it signals an expansion into a brand with broad consumer reach and established retail pathways at mass-market outlets, potentially setting the stage for expanded product collaborations and retailer partnerships that transcend traditional performance workwear.