Entering the 1950s, men re-entered the workforce post-war. ”Men of Production” was the largest and most successful campaign at the time for veterans. When looking at the ads, the language was not directed to the veteran men, but to their wives, who, at the time, shopped for the household. Alongside the growth of menswear, Dickies' Women’s denim grew as well. Workforce women gravitated toward the reliability of the tough pant for the first time in history. #dickiesworkwear #americanhistory