US: Dickies signs licensing deal for men's tops
Work wear apparel brand Dickies has signed an agreement licensing its men's lifestyle and casualwear tops with designer and manufacturer Intradeco Apparel.
Key design, merchandising, customer service and sales staff will move from Dynasty Apparel, which has held the Dickies men's tops license since 2002, to Miami-based Intradeco Apparel.
Dynasty Apparel will also continue to independently operate its own licensed business, which includes Major League Baseball and a number of entertainment brands.
Intradeco will also become the licensee of Dickies lifestyle and casual children's wear categories from spring next year.
"Our goal with licensing endeavours is to establish categories that complement our core product and deliver what our consumers expect from the Dickies brand," said Michael Penn, head of licensing for Williamson-Dickie, which owns the Dickies brand.
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