Global brand-management firm Bluestar Alliance has announced that it has renewed the licensing agreement for the iconic workwear label Dickies with longtime regional partner Atomic Fashion Marketing, reaffirming the brand’s commitment to its Australia–New Zealand operations.
Atomic Fashion Marketing, which has served as Dickies’ flagship distributor in the region for nearly 15 years, will continue to produce and distribute Dickies collections tailored for the local market. The renewed partnership comes shortly after Bluestar Alliance completed the acquisition of Dickies from VF Corporation earlier this month, in a deal valued at US $ 600 million.
Bluestar’s Chief Operating Officer, Ralph Gindi, said that working with proven local licensees was central to their global brand-strategy. He underscored that Atomic had “played a defining role in establishing Dickies as a cultural staple across Australia and New Zealand,” and expressed eagerness to build on their foundation under Bluestar’s ownership.
Under Atomic’s tenure, Dickies was repositioned beyond its traditional roots in workwear. Strategic initiatives—including trend-led assortments and culturally tuned marketing—helped broaden the brand’s appeal among skaters, creatives and style-oriented consumers. The firm also expanded Dickies’ product mix, introducing womenswear and tops, with tops ultimately growing to represent nearly half of regional sales — a milestone viewed as globally significant for the heritage label.
As Bluestar Alliance integrates Dickies into its global portfolio — which spans more than US $13 billion in retail sales — the renewed licensing deal is expected to support accelerated growth and deeper category expansion for the brand across the Australia-New Zealand market.
