Bluestar Alliance Completes Dickies Acquisition Signaling Major Brand Expansion

Bluestar Alliance pushes further into streetwear and youth luxury with its acquisition of Dickies thus marking a turning point for both brands.

About the Acquisition

On November 12, 2025, Bluestar Alliance announced the completion of its purchase of Dickies from VF Corporation for $600 million in cash.

This sale brings Dickies into a portfolio generating more than $13 billion in retail sales worldwide.

The new ownership signals major growth ambitions for Dickies, a brand long celebrated for its durable workwear and contemporary cultural relevance.

Dickies’ Storied Legacy

Founded in 1922, Dickies evolved from serving American workers to becoming a cross-generational symbol of authenticity and craftsmanship.

Its reputation extends from job sites to street culture, skate parks, musicians, and global creatives.

In recent years, Dickies has captured the attention of Gen Z and fashion enthusiasts in Europe and Asia, frequently appearing in thrift stores and vintage boutiques in Japan and Paris.

On social media, brands like Dickies continue to trend, with the #Dickies874 hashtag racking up millions of views on platforms such as TikTok.

Strengthening Bluestar Alliance’s Global Brand Portfolio

Bluestar Alliance’s acquisition builds on its existing collection, which features names such as Off-White, Palm Angels, Scotch & Soda, and Hurley.

Bluestar is known for brand management that blends business insight with cultural influence, allowing the company to connect with millions of engaged consumers.

Their significant international reach includes more than 600 licensees and 500 retail stores, operating in North America, Europe, Australia, South America, Asia, the Middle East, India, and the UAE.

Leadership Perspective( Craftsmanship Meets Opportunity)

“Dickies is one of the most authentic, resilient brands in global apparel,” stated Joey Gabbay, CEO of Bluestar Alliance. “Its 100-year legacy rooted in workwear has evolved to be fully embraced by fashion, skate, and streetwear communities, while still providing trusted quality for safety and medical professionals. We believe our network and scale can take Dickies to new heights globally.”

Ralph Gindi, COO of Bluestar Alliance, added, “Dickies balances authenticity and cultural relevance. We’ll accelerate Dickies’ growth across new categories and audiences while ensuring it remains a symbol of craftsmanship and creativity for the next generation.”

Growth Strategy and Future Plans

Under Bluestar’s ownership, Dickies will pursue global expansion through design innovation, new categories, and omnichannel retail partnerships. Plans focus on growth in the EMEA and APAC regions, especially Germany, Japan, South Korea, and the UAE.

Dickies will launch denim, footwear, and elevated lifestyle lines, and collaborate with street, skate, and premium fashion brands for product drops and digital pop-ups. Bluestar’s strategy will use its infrastructure to drive incremental sales and maintain the brand’s authenticity.

Why the Deal Matters

VF Corporation’s sale is expected to help reduce its debt by up to 21%. Dickies, sold to VF Corporation for $820 million in 2017, now finds new momentum under a group focused on expanding youth-driven, premium, and streetwear labels.

This move benefits both parties VF strengthens its balance sheet, while Bluestar gains a high-profile brand at the intersection of heritage and modern culture.