Developed in Denim: Dickies x Take It Easy Lab

Dickies, a name synonymous with durability and timeless style, has joined forces with Hong Kong-based label Take It Easy Lab for its latest campaign, Developed in Denim. This collaboration merges Dickies’ legacy of craftsmanship with Take It Easy Lab’s fresh, creative approach, showcasing denim not just as a wardrobe staple but as a canvas for storytelling.

Founded in 1922, Dickies has built its reputation as the go-to brand for workwear, blending function and style for over a century. From construction sites to streetwear scenes, the brand’s evolution mirrors its ability to adapt while staying true to its roots in durable, high-quality clothing. Take It Easy Lab, on the other hand, is known for its laid-back yet innovative designs, drawing inspiration from everyday life to create pieces that resonate with the modern, creative generation. Together, they’ve crafted a collection that celebrates the intersection of heritage and contemporary culture.

Shot entirely on film by @shootfirst_aimlater, the campaign captures the raw authenticity that defines both denim and analog photography. Each frame tells a story, showcasing the texture and character of Dickies’ signature denim, which effortlessly complements Take It Easy Lab’s relaxed yet stylish ethos. The choice to shoot on film reflects the collection’s emphasis on craftsmanship and timelessness—a nod to the enduring nature of denim. Whether you’re layering up for a busy day in the city or dressing down for a casual weekend, these pieces offer durability and effortless style in equal measure.

This partnership feels like a natural fit. Dickies’ century-long history of crafting practical, stylish workwear aligns perfectly with Take It Easy Lab’s vision of creating designs that inspire creativity in everyday life.

For those who appreciate fashion with substance and storytelling, Developed in Denim is a campaign worth exploring. It’s a reminder that in a fast-moving world, some things—like denim and the stories it tells—never go out of style.