VF Corporation to Sell Dickies Brand to Bluestar Alliance for $600 Million
September 15, 2025 – VF Corporation (NYSE: VFC), the owner of brands such as Vans, The North Face, and Timberland, has announced an agreement to sell its Dickies workwear label to brand management firm Bluestar Alliance LLC in a deal valued at $600 million in cash.
The transaction, which is expected to close by the end of 2025 pending regulatory approvals, will transfer ownership of the Dickies brand to Bluestar Alliance, a company known for managing a diverse portfolio of fashion, lifestyle, and consumer brands worldwide.
Bracken Darrell, President and CEO of VF Corporation, said the sale aligns with VF’s strategy to reduce debt and streamline its brand portfolio. “Dickies is an iconic American workwear brand with a bright future, and I am confident that under Bluestar Alliance’s ownership, it will continue to improve and realize its significant growth potential,” he noted.
Bluestar Alliance co-founder and CEO Joseph Gabbay called Dickies a “historic brand with durability, authenticity, and global influence,” adding that his firm intends to expand its reach and “unlock its full value.”
Founded in 1922, Dickies has grown into a global name, sold in more than 55 countries and celebrated both for its rugged workwear and for its adoption in streetwear culture. VF acquired the brand in 2017 but has since shifted focus toward its higher-growth outdoor and activewear labels.
Bluestar Alliance, founded in 2006, manages over 50 consumer brands across categories and reports more than $10 billion in global retail sales. The firm says it will leverage its operational expertise and retail partnerships to strengthen Dickies market presence in the years ahead.
