Dickies® Returns To The Lustre Pearl For South by Southwest

         Dickies® Returns To The Lustre Pearl For South by Southwest

Topnotch talent, exclusive content and artist gifting suite highlight the
brand's 4th year in Austin

PR Newswire

FORT WORTH, Texas, Feb. 27, 2012

FORT WORTH, Texas, Feb. 27, 2012 /PRNewswire/ --Internationally renowned work
wear brand Dickies® is returning to South by Southwest in Austin for the
fourth consecutive year this March 14-16. The brand will play host to an
impressive musical line-up from FILTER^TM Magazine at the Lustre Pearl,
including headliners Divine Fits, The Joy Formidable and Fitz and the
Tantrums. The complete line-up includes:

Thursday, March 14       Friday, March 16             Saturday, March 17
3 p.m. – Generationals  3 p.m. – No Ceremony///        2 p.m. – Bear
4 p.m. – Diamond Rings  4 p.m. – Gold Fields           3 p.m. – Toy
5 p.m. – St. Lucia      5 p.m. – Young Galaxy          4 p.m. – Poolside
6 p.m. – Icona Pop      6 p.m. – Frightened Rabbit     5 p.m. – Talib Kweli
9 p.m. – Big K.R.I.T.   9 p.m. – Small Black
10 p.m. – Crystal Ark   10 p.m. – DIIV
11 p.m. – Toro Y Moi    11 p.m. – The Joy Formidable
12 a.m. – Divine Fits   12 a.m. – Fitz and the

Dickies has partnered with key strategic retailers Karmaloop and Tilly's to
enhance this year's consumer experience at the Lustre Pearl.

"We're excited to leverage these strong retailers to drive traffic both to our
South by Southwest venue and online," said Matthew McCartin, head of marketing
for Dickies. "We're confident these initiatives will help deliver increased
Dickies sales for both Karmaloop and Tilly's."

Karmaloop will serve as Dickies' official content provider this year, hosting
exclusive interviews, acoustic recording sessions, and other compelling
content from the Lustre Pearl. Fans unable to experience the showcase
firsthand can visit Karmaloop.com and Karmaloop's social feeds including
Facebook, Twitter, Instagram and KarmaloopTV to view hosted daily recaps and
catch up on all the action, all while shopping the Dickies collection.

"Dickies shares some common bonds with the music industry, from a strong work
ethic to a passion and purpose for what we do every day," McCartin said.
"South by Southwest provides the chance to interact with an interesting
cross-section of people, from emerging artists to stagehands to brand fans and
everything in between."

This year's visitors to the Dickies showcase at the Lustre Pearl can
experience even more than in years past. In addition to on-site live poster
screenings and tacos from the Bomb Tacos food truck, attendees will be able to
have their photo taken and immediately posted to their online social stream
via the Tilly's photo booth. 

In addition to participating in SXSW, Dickies partners with FILTER to support
touring musicians and produces original content showcasing life on the road
for these artists.

"Dickies has long been a trusted brand for musicians who crave the
authenticity, durability and no-nonsense style that only Dickies can provide,"
said Alan Miller, Co-Founder and Co-Owner of FILTER Creative Group.  "The
Dickies showcase at Lustre Pearl has garnered a reputation for an outstanding
line-up at South by Southwest over the years, and we expect this year's event
to continue that tradition."

The Lustre Pearl is located at 97 Rainey Street in Austin, just south of 1^st
Street and the convention center. Festival badges are required for access to
nighttime performances, and limited RSVPs for daytime performances are
available at streetwear.karmaloop.com/sxsw. Media interested in attending the
Dickies showcase should contact the brand's media contacts above.

For more information about Dickies visit www.facebook.com/dickies or

About Dickies
Dickies^® is the leading global brand of innovative and trusted work wear.
The brand has an unwavering commitment and proud heritage of providing tough,
quality clothing to workers for nearly 90 years. The Dickies brand has grown
from bib overalls to World War II U.S. military uniforms to its iconic
original 874^® work pant, to footwear, and much more. Embraced by workers
everywhere, Dickies is defined by the people who wear our apparel –
independent, no nonsense and a little rough around the edges. As the signature
brand in the portfolio owned by Williamson-Dickie Mfg. Co., Dickies products
are available in more than 60 countries worldwide. For more about Dickies,
visit www.dickies.com.

About Karmaloop
Founded by Greg Selkoe in 2000 with headquarters in Boston and offices in NYC,
LA and Copenhagen, Karmaloop has become the largest online streetwear retailer
in the world, with over 500 brands, and selling in over 45 countries.
Karmaloop Inc. encompasses several other websites including: KarmaloopTV.com,
PLNDR.com, BoylstonTrading.com, BrickHarbor.com, MissKL.com and 5 private
label clothing brands. The combined site traffic is over 8 million monthly
unique visitors with an opt-in email list of 3.5 million.

About FILTER Creative Group
FILTER Creative Group is a fast-growing entertainment and lifestyle-marketing
agency devoted to championing quality music, fashion, film, products, and
services of substance. FILTER has implemented marketing and advertising
campaigns for numerous major companies, including Toyota, Macys, Dickies,
Nike, Universal, Warner Brothers, Capitol Music Group, Interscope Records,
Columbia Records, MTV, VH1, Comedy Central, Ben Sherman, Landmark Theatres,
VTech, Denny's and many others. FILTER Creative Group also has a publishing
company that produces the international music magazine, FILTER. For more
information please visit www.filtercreativegroup.com.

SOURCE Williamson-Dickie Mfg. Co.

Website: http://www.dickies.com
Website: http://www.filtercreativegroup.com
Contact: Misty Otto, Dickies, +1-817-810-4461, cell, +1-817-235-0359,
motto@dickies.com, Ashley Iszkun, Zeno Group, +1-214-865-7216, cell,
+1-214-529-6805, ashley.iszkun@zenogroup.com
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