Now Dickies adds Bioworld to roster - Licensing.biz

Now Dickies adds Bioworld to roster

Brand to expand into headwear and cold weather accessories markets with new deal.
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Hot on the heels of its deal extension with Randa for leather goods, workwear brand Dickies has added Bioworld to its portfolio.

The exclusive partnership will consist of headwear and cold weather accessories, including fashion scarves for men, women, boys and girls.

The first wave of product will arrive in spring 2010.

"We've realised that Dickies customers use our apparel not only for work, but for after work and weekends as well," said Michael Penn, VP of licensing for Dickies. "Our brand has a long-standing heritage of providing quality, value and durability; whether you wear the clothes to rebuild a car or attend a music festival.

"Our network of licensing partners plays an integral role in getting our brand to consumers, and it's important that we do so in a consistent manner."

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