US workwear brand Dickies will open its first European standalone store on London's Carnaby Street on 1 October, as it celebrates its 100th anniversary.

Located at 35 Carnaby Street, London, the new store will stock seasonal collections as well as the Dickies Icons collection including the 874 work pants, Eisenhower Jackets, work shirts, coveralls and bib overalls.

Giuseppe Lapenta, EMEA senior marketing manager at Dickies, said: "Carnaby Street is an iconic retail destination in London and the perfect location for Dickies to reveal our first-ever standalone flagship store in Europe.

"We are looking forward to getting closer to our community and showcasing our full brand merchandising proposition. The store will also serve as a physical space for customers to connect with the brand through unique programming, including experiences and workshops, rooted in our brand DNA."

Samantha Bain-Mollison, retail director at Shaftesbury, said: "Dickies has been revolutionary in workwear and fashion and is loved globally. The brand will bring their spirit to London with their first standalone retail store which is in prime position on Carnaby Street."

As part of the celebrations of the brand's centenary year, Dickies recently launched the second instalment of its ‘Made in Dickies’ campaign ‘Generations’, shining a spotlight on its maker community and demonstrating different types of work and skills passed on through generations.

Tags America Dickies flagship new store workwear

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