"Para Siempre" celebrates the enduring influence of Chicano culture in making Dickies a global icon. This campaign honors the pioneers—the OGs—who transformed Dickies from workwear into a symbol of identity, resilience, and style.

Through authentic storytelling, visual tributes, and collaborations with Chicano artists and designers, we spotlight the rich heritage and lasting impact of the community that shaped Dickies into a timeless cultural staple. This is more than fashion; it’s a tribute to a legacy that will live on—para siempre.