Dickies and Budweiser partner for 150th anniversary collection

Dickies and Budweiser have launched a co-branded apparel collection to celebrate Budweiser’s 150th anniversary. The collaboration focuses on themes of American heritage and hard work.

A centerpiece of the partnership is the Dickies x Budweiser ‘Genuinely Earned’ jacket. This limited-edition item is not available for purchase; instead, 100 winners will receive the jacket through a social media contest where participants nominate everyday heroes aged 21 and over. The contest runs through September 21.

In addition to the contest, a 52-piece capsule collection featuring vintage-inspired graphics and anniversary branding is available for purchase. The collection includes men’s and women’s apparel such as Eisenhower jackets, hoodies, carpenter pants, and T-shirts, with prices ranging from $25 to $85. A second product drop is scheduled for November.