We knew that to distinguish Dickies among its competitors, we needed to get away from the technical messaging and tap into the emotional truths about the makers who embody the brand.
 

Whether it’s under the soft glow of a lamp in the dead of night or surrounded by the early morning mist of the rising sun, the Inspired Makers continue to press on. Because when they've reached their flow state and there’s still a job to be done, the theoretical construct of time falls away. 

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So, what if it’s late/or insanely early? Their's is not the typical 40-hour work week, driven by an uninspired 9-5. They're fueled by passion, unchecked by time, and nothing stops them from pursuing progress.