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7/15/2005

 
Hot Workwear Brand Dickies Helps Make Public School Uniform Codes More Palatable for Teens

FORT WORTH, Texas, July 14 /PRNewswire/ -- Parents like them and kids hate them -- school uniforms, that is. But with nearly one in five U.S. public school students now wearing mandatory attire, finally there's a choice that makes fashion sense too, just in time for the first bell.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050714/NYFNSJ13 )

Dickies, a powerhouse global workwear brand known for durable, functional clothing, now offers a complete line of school uniform tops, shirts, shorts, skort, pants, sweaters, hoodies and jackets for male and female students from Kindergarten through High School. See http://www.dickies.com/ .

Because the Dickies brand is hugely popular among teens, whose idols like Jay-Z, Blink 182, Avril Lavigne, Ashlee Simpson, Big Boi, Simple Plan and Adam Brody ("The O.C.") are often photographed wearing them, Dickies' affordable new school apparel line is expected to make uniform compliance more appealing and easier on kids, parents and schools.

New for back to school 2005, girls and junior's staples like white blouses, khaki pants and navy skirts are available in a stretch twill for better fit and comfort, plus have a style edge that won't make Teacher loose her cool.

For example, Dickies khaki twill skirt is dressed up with a wide waist band that looks sassy with this season's favorite tie-back interlock top. The line also includes a twill kilt skort, an inverted pleated skirt, walking shorts, a long carpenter skirt, basic walking shorts, polo tops and flat-front pants.

"Design-wise, Dickies juniors are an apparel trifecta. They're hip enough for kids; they have value and durability for parents; and they meet most public school uniform guidelines," says Jon Ragsdale, Vice President of Marketing & Merchandising for Williamson-Dickie Mfg. Co.

For high school boys, Dickies makes the grade with a wide variety of pants (including the popular zip-off pants that quickly convert to shorts), shirts and jackets that they're already wearing to work and other activities. The only modification is that most schools require logo-free garments, so the classic Dickies logo is on the inside instead.

Dickies also offers a way to help ease funding crunches for cash-starved schools with the Dickies School Uniform Curriculum program. Participating schools earn points for each Dickies uniform purchase, which can be redeemed for educational materials, athletic equipment or free uniforms for low-income students, which schools are often required by law to provide.

Public school uniform programs starting making news decade ago, when the Long Beach Unified School District in California became the first urban district in the nation to adopt a mandatory school uniform program.

Since then, dozens of major school districts, including in cities like New York, Philadelphia, Washington, D.C., Miami, Chicago, Houston, Dallas, New Orleans, Memphis and Cleveland, have implemented similar programs consisting of basic solid color pants, skirts, skorts or walking shorts paired with white or other solid colored, collared tops.

NOTES TO EDITORS: Dickies merchandise available for editorial photo
shoots. Call contact.
Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050714/NYFNSJ13
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com

Source: Dickies

CONTACT: Kristen Kauffman, +1-214-695-1575, kkauffman@dsprinc.com, or
Dee Capps, +1-512-370-5200, +1-214-507-4898 or +1-212-554-4133, both of DSPR,
for Dickies

Web site: http://www.dickies.com/




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