What went down at the launch party of Dickie's 247 campaign in Milan Diego Naska was the absolute protagonist

The city of fashion celebrated music and streetwear last Thursday evening, with the exclusive launch of the Italian chapter of the Dickies 247 campaign. The event, held at Tutti Fritti in Milan. Absolute protagonist Diego Naska, the 247 ambassador who united live performances, a campaign exhibition, and a DJ set that kept the adrenaline high until late. With over 300 guests including creators, musicians, and workwear enthusiasts, the evening captured the essence of Milan: a mix of grassroots and urban cool, where the city's rhythm meets the brand's authenticity.

During the evening, screens and prints projected unseen footage shot across Europe: raw snapshots of skaters zooming through the streets of Lisbon, builders at work in Berlin, and performers like Naska himself creating nighttime magic in Milan. Dickies indeed entrusted European creators with Camp Snap cameras with a simple question: "How do you live, work, and play in your 247s?". The result? An organic collage of everyday life that celebrates the pant as a tireless companion from morning to night. In fact, the audience, a mix of locals and influencers, transformed the event into a true underground party thanks to the DJ set by Lenny Delicious.

At the heart of it all, the new phase of the 247 campaign proved to be a perfect grassroots extension, built in collaboration with the brand's creative community. The new 247 Work Pant represents a light and breathable evolution of Dickies' iconic silhouettes, made from 100% enzyme-washed cotton twill for all-day comfort. With refined tailoring and functional updates like phone welt pockets and contrast stitching, it is designed to accompany you in daily rhythms, from morning routines to nighttime sessions. Available in Black, Charcoal Grey, Dark Brown, and Sand, it embodies Dickies' legacy of durable and functional design, capturing the honest rhythm of life in the moment.

The event concluded around 11:00 PM with an afterglow of chats and photos, leaving an echo of enthusiasm that promises to reverberate on social media in the coming days. Dickies hit the mark: not only a launch, but a moment that made the 247 spirit tangible, confirming the brand as a reference point for those who live creativity without filters.