Dickies Partnered with Overland Shoes for Footwear
The workwear brand has signed a distribution deal for the EMEA region with the London-based footwear company.
Updated on Oct. 12, 2026 in Fashion
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Dickies has entered into a strategic partnership with Overland Shoes to manage footwear distribution across the EMEA region. The collaboration aims to cement footwear as a core component of the Dickies brand identity.
Why it matters
This partnership expands the reach of the workwear brand into the specialized footwear market within Europe, the Middle East, and Africa. By aligning with a firm that manages existing licensed brands, Dickies gains established logistical expertise in the region.
Dickies was originally founded in 1922 and is currently owned by Bluestar Alliance. The new lifestyle collection will debut in the SS27 season.
The players
Dickies
A workwear brand owned by Bluestar Alliance that was originally founded in 1922.
Overland Shoes
A London-based company that designs and distributes footwear, including brands like GH Bass and Karl Lagerfeld.
Stephen Palmer
The CEO of Overland Shoes who oversees the company's licensed brand operations.
The details
Overland Shoes, based in London, will oversee the development and distribution of a lifestyle footwear line for men and women. The collection is set to include a range of styles including sneakers, sandals, clogs, and workwear-inspired boots and wedges.
Timeline
The Dickies brand was established in 1922.
The inaugural footwear collection is slated to launch for SS27.
Culture Shift
This move reflects a broader trend of heritage workwear brands transitioning into lifestyle fashion, capitalizing on the sustained popularity of durable and utilitarian aesthetic choices. It positions Dickies to compete more effectively with established lifestyle labels by leveraging regional distribution networks.
Consumers in the EMEA region can expect to see new footwear options from the brand beginning in the SS27 season. The availability of these styles will depend on the distribution network currently being established by Overland Shoes.
The takeaway
Retailers and consumers should look for the expansion of workwear-inspired footwear options as the brand seeks to diversify its product categories. This deal indicates a long-term strategic focus on establishing the brand as a full-service lifestyle provider.
Further reading
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Source note: This article includes information reported by FashionNetwork.
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Would you consider purchasing footwear produced by a brand primarily known for its apparel?
