A Masterclass In Marketing

Believe it or not, people spend years in college to get degrees in marketing and advertising to come up with stuff like this….

Dickies has been making functional workwear for a very long time, back to 1900 in England and in the U.S. since 1922 in Fort Worth, Texas. They are known for overalls, scrubs and work pants that are made for people who do manual labor, carpentry and farming and factory work as well as people in health care that get all manner of nasty stuff on their clothing.

Clearly the type of people that buy Dickies are the sullen young black men that have never done a day of work in their lives. While it is true that 2Gs love Carhartt and Timberland despite being generally indolent, those are expensive brands while Dickies used to be more of a value brand. You bought Dickies pants not because they were dope but because they were fairly rugged and affordable. They aren’t soft and comfy, when new they are stiff and a bit abrasive because they are supposed to last for a while.

Timberland “work” boots, usually unlaced and unscuffed, appeal to blacks as they love ostentatious and vulgar attempts at adopting what they see as luxury. Carhartt apparel is very expensive as well and nothing a snazzy 2G fella loves more than wearing an overpriced Carhartt work coat, baggy jeans and unlaced Timberland work boots when he is out prowling for a willing water buffalo to impregnate. It is one of the many bizarre aspects of black “culture”, their embrace of vulgar, clumsy and vain attempts at respectability by buying expensive name brand stuff. That is why you will see blacks driving an older piece of crap Mercedes or BMW, they think the brand alone makes them seem well-to-do and sophisticated. They are incorrect.

The comments on the post were delightful, I aske when Dickies started making prison uniforms. Another person wrote something like “Work clothing? More like work release clothing”.

What would possess Dickies to do this?

First and foremost, clothing brands all want to appeal to the 2G market. Not just actual blacks but more critically to Whites that want to dress like blacks. It baffles me that White kids want to emulate the “style” of the dumbest people in America, people that usually wear clownish outfits and call it high fashion, but when you look at the type of people making “fashion” decisions in America it makes more sense.

Then I found out that in 2017 VF Corp (formerly Vanity Fair) had acquired Dickies. VF owns a lot of apparel companies including buying Timberland in 2011 and The North Face in 2000. Timberland used to make pretty decent quality boots and gear but now is focused on fashion and “streetwear”. I do have a pair of Timberland work boots that I actually wear to work in but most of their stuff is mass produced crap designed for people who want to look rugged and outdoorsy while not actually going outside. Worse is the acquisition of The North Face. As a yoof I worked for a few years in outdoor retailing for Eastern Mountain Sports and we sold a ton of North Face jackets to upper middle class White girls but back in the mid 1990s North Face still mostly made high end “technical” outdoor gear. Now North Face is mostly a fashion brand selling overpriced cotton sweatshirts and t-shirts that no serious outdoorsman would wear in the wild. They have ruined what was once a solid outdoors brand.

Then I saw that this month Dickies is moving out of Fort Worth, Texas and relocating their headquarters to California, making them perhaps the only business to move from Texas to California as most companies are doing the opposite. So RIP to Dickies, their brand is about to go completely in the toilet.

This is something that has been going on for a long time and really got bad post-Saint George Floyd of The Fentanyl’s martyring and the subsequent Summer of Love. Just the other day I was on the website of Waterford Crystal and was greeted with this in the wedding gift section.

You might not have heard of Waterford Crystal. My mom had a decent collection of it, partially for nostalgic reasons as she was Irish. Waterford Crystal is very high end crystal and until recently was made in Ireland, most is apparently now made in Eastern Europe. I guess the girl kind of looks Irish but the nog in the picture is unlikely to have ever heard of Waterford Crystal and statistically speaking is also very unlikely to marry anyone, much less a White woman.

This is hardly new. I have written a number of times about this, like here: Africanizing The American Outdoors where I looked at companies like Orvis, a fly fishing and wing shooting company prominently featuring blacks dressed up in flannel shirts on their webpage. I checked just now and everyone on the landing page seems White today. Other companies included Filson, LL Bean and Barbour, all high end brands that I have never seen a 2G wearing.

For whatever reason, marketing “experts” think the way to appeal to White consumers is to feature black models. That might have worked briefly in 2020-2021 but today? More and more Whites are sick of it and being vocal about being sick of it.

Perhaps we will see an end to the nogrification of American marketing because when I go to a website and see a black guy it makes me not want to shop on your site.