Talk about a perfect fit. Professional safety equipment manufacturer SureWerx and iconic legacy work brand Dickies are combining their expertise into a comprehensive platform of Dickies Safety Footwear set to launch in fourth quarter 2026. The collection will include a wide range of men’s and women’s safety-toe and soft-toe styles that combine durability with fatigue-reducing comfort features—and that are engineered to stand up to long hours on grueling jobsites.
SureWerx President Aaron Atkinson believes the collection will fill a void in the market for safety footwear shaped by real workers’ needs and customized to a variety of work environments, from construction sites to warehouses, industrial settings to service ones.
“Dickies has long been built around serving the realities of many different kinds of work, not just one job or industry,” Atkinson explains. “What’s been missing is footwear that carries that same approach—delivering real durability, all-day comfort, and practical ease of use without being narrowly designed for a single type of work. This line reflects Dickies’ workwear DNA, performing across the demands of modern jobs and giving workers dependable protection and comfort wherever the work takes them. Dickies brings more than a century of credibility built directly on the job, with an authenticity that resonates across industries and generations.”
Founded in 1922, Dickies is arguably stronger than ever, with a fan base that has expanded well beyond workers to include style-conscious Gen Zers and celebrities. (Dickies even has its own skateboarding team.) Atkinson attributes the brand’s lasting appeal to its “consistent focus on durability, function, and honest design.” Safety footwear is a natural extension for Dickies, he says. As a leading global manufacturer of professional safety products, tools, and equipment, SureWerx is perfectly suited to provide expertise in product development, distribution, and servicing professional end users across North America.
“SureWerx brings deep expertise in building and supporting work footwear brands, with a proven portfolio that includes New Balance, Airwalk, Avenger, and MEGAComfort. That experience—combined with a focus on quality, value, and worker-driven design—makes it a strong partner in extending Dickies’ workwear DNA into footwear in a way that feels authentic and built for the long term.”
Atkinson describes the target customer as “anyone whose work demands reliable, jobsite-ready footwear across a wide range of roles and environments.” The collection will include fits and performance features tailored to support the realities of different jobs and work styles rather than to a single category or type of worker.
Distribution will feature an omni-channel approach. “The go-to-market strategy is designed around meeting workers where they shop and how they buy,” Atkinson explains. “The goal is to ensure Dickies Safety Footwear is accessible across the full range of purchasing environments used by today’s workforce.”
Pricing will be competitive within the safety and work footwear market, he says. “The focus is on delivering strong value through performance, durability, and comfort—ensuring the product remains accessible to a broad workforce while maintaining the integrity and legacy of the Dickies brand.”
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