Bluestar Alliance is moving quickly to scale its newest acquisition. The brand management company has signed a licensing agreement with Atomic Fashion Marketing for Dickies across Australia and New Zealand—a region where the workwear icon already enjoys deep cultural relevance.

The deal marks a strategic step in Bluestar Alliance’s global expansion roadmap for Dickies. The brand is best known for its roots in workwear, yet its influence spans far beyond utility apparel. For decades, Dickies has been embraced by craftsmen, skateboarders, musicians and subcultures worldwide. Australia, in particular, has evolved into one of its strongest global communities.

A Longstanding Partnership with Regional Impact

Atomic Fashion Marketing isn’t new to the Dickies story. The company has championed the brand for nearly 15 years, reshaping its regional presence through focused product direction, sharp trend alignment and culturally aware campaigns that resonated with a diverse audience.

After securing the Dickies license directly from the founding family years ago, Atomic set out to reposition the brand. That strategy paid off. Its sustained approach to regional storytelling and product curation significantly broadened Dickies' reach and helped the label cement a strong cultural footprint across Australia and New Zealand.

Perhaps most notably, Atomic helped expand the brand’s category mix. Historically known for pants, Dickies saw tops and womenswear emerge as major growth drivers—together accounting for nearly half of sales in the region. For a global heritage brand, this shift represents a meaningful milestone.

Strengthening Global Strategy with Proven Local Execution

Bluestar Alliance sees this existing momentum as the ideal foundation for the next phase of global expansion.

“Partnering with licensees who have demonstrated success in their markets is central to our global strategy for Dickies,” said Ralph Gindi, COO of Bluestar Alliance. “Atomic has played a defining role in establishing Dickies as a cultural staple across Australia and New Zealand, and we look forward to building on this strong foundation together.”

For Bluestar, the decision aligns with a broader pattern: investing in licensees with deep local insight and a strong track record of amplifying heritage and lifestyle brands.

What’s Next for Dickies in the Region

Under the renewed partnership, Atomic will continue to deliver apparel built on Dickies’ workwear DNA while tailoring collections specifically for Australian and New Zealand consumers. As global appetite for workwear and utility-inspired fashion continues to rise, the company aims to strengthen the brand’s presence across new categories and cultural touchpoints.

Atomic’s ability to interpret and revitalize iconic brands remains a core advantage. With Dickies now officially part of Bluestar Alliance’s global portfolio—and with Atomic steering regional execution—the brand enters a new chapter positioned for accelerated growth, expanded relevance and renewed cultural momentum across ANZ.