Dickies and Budweiser have collaborated on a collection that makes sense on paper and in practice to celebrate the beverage maker’s 150th anniversary. Both brands were built on the same foundation: the American working class, the kind of people who clock in before sunrise and reach for a cold beer when the job is done.
Budweiser debuted in 1876, when brewmasters at Anheuser-Busch partnered with St. Louis businessman Carl Conrad to create a light, effervescent lager designed to appeal to every beer drinker in America. One hundred and fifty years later, the brand is marking the milestone with one of its most culturally considered collaborations yet, pairing with Dickies on a co-branded apparel capsule that leans directly into the heritage both labels share.
The hero item in the capsule is the Dickies x Budweiser Genuinely Earned jacket, a limited-edition piece that cannot be purchased; instead, it will be given to 100 people who win a Genuinely Earned social media contest. Americans aged 21 and over can submit an everyday hero in their community through social media on the Budweiser and Dickies sites, with entries open now through September 21. The decision to make the jacket unwearable by purchase is deliberate, and it gives the collection a premise that actually holds up: some things, the campaign argues, have to be earned.
The Collection and What It Looks Like
For those who do not win the jacket, the wider Dickies x Budweiser collection offers men’s and women’s apparel featuring vintage-inspired Budweiser graphics and 150th anniversary branding. Key styles include an Eisenhower jacket, the 150-Year Icon hoodie, the Duck Double Knee carpenter pants, and the Can short-sleeve T-shirt. The pieces draw from both brands’ visual archives without overcrowding the designs, keeping the graphics clean and the silhouettes functional. In that way, these are clothes built to be worn, not displayed.
The 52-piece capsule collection retails between $25 and $85, with a second product drop to follow in November. It is available now on the Dickies website and at select retailers. That price range is intentional. This is not a prestige streetwear drop designed for resale. It is workwear-adjacent clothing priced for the audience both brands have always served.
A Collaboration Built On Shared Heritage
Budweiser’s 150th anniversary celebrations have been running throughout 2026, with limited-edition heritage cans inspired by designs from the 1950s, 1980s, and 1990s. The Dickies collaboration fits naturally into that broader anniversary narrative, extending the packaging’s retrospective energy into clothing. Both brands have spent their entire existence adjacent to the same American archetype: the worker, the craftsman, the person who measures their day in hours spent rather than appearances kept.
Joey Gabbay, chief executive officer of Bluestar Alliance, the owner of Dickies, framed the partnership plainly: “Dickies and Budweiser have long stood alongside the same communities, united by shared values and traditions. This collection brings that connection to life through pieces inspired by the people who have embraced both brands for generations.” Todd Allen, senior vice president of marketing for Budweiser at Anheuser-Busch, put it more directly: “Budweiser has always been the beer you reach for after a hard day’s work. Dickies is the uniform you trust to get you through it.”
Shop the collection
The Genuinely Earned Jacket and How to Win It
The sweepstakes mechanic is the most interesting element of the launch. Instead of releasing the jacket as a limited retail drop or reserving it for influencers and press, Dickies and Budweiser built a contest around community recognition.
Participants nominate someone in their community who represents the “genuinely earned” ethos on which both brands are built, and 100 winners receive the jacket as a gift rather than having to purchase it. It is a modest but effective way to put the product’s premise into practice, and it keeps the conversation focused on the people both brands have always claimed to represent rather than the brands themselves.
Entries are now open through September 21 on the official sites. The wider Budweiser and Dickies collection is available now at dickies.com and select retailers, with a second drop arriving in November.
Featured image: Dickies
