VF Corp. Sells Dickies to Bluestar Alliance in $600 Million Deal

---

A major shift for the iconic workwear brand

VF Corporation has finalized the sale of its workwear giant Dickies to brand management firm Bluestar Alliance for $600 million USD, according to Business of Fashion. The move ends a seven-year chapter that began when VF acquired the label for $820 million in 2017.

Challenges under VF ownership

Despite its strong reputation as an American workwear staple, Dickies struggled to maintain growth during its time under VF. The brand went through a deep restructuring process, including a headquarters relocation, in an effort to regain momentum.

Dickies has long held a unique cultural position — from construction sites to skateboard parks and even high-fashion runways. Yet VF’s ownership failed to fully capitalize on that broad appeal, leaving room for Bluestar Alliance to take the reins and redirect the brand.

Bluestar Alliance bets on cultural relevance

For Bluestar Alliance, which has recently added Off-White and Palm Angels to its portfolio, the Dickies acquisition is more than a financial play. It represents an opportunity to tap into the brand’s cultural legacy, particularly within streetwear and youth subcultures that have embraced Dickies for decades.

The deal underscores the firm’s strategy of leveraging brands that straddle the line between utility and style, appealing to both traditional workwear consumers and trend-driven fashion markets. Industry observers suggest Dickies could now be poised for a revitalization, with a renewed focus on authenticity and cultural impact.