I love how the apparel brands are embracing the digital era and making use of variety of approaches to promote their brand. Latest one I came across is Dickies Workwear’s Love Your Work app that in addition to presentation of Dickies’ 2010 AW lineup, also features figureheads of street fashion, photography, music and sport, representing the brand.

I’m glad to see the app features some vintage ads as well as look-book material and old school images as this is exactly what these apps should be about. Tell the story of the brand and make it as interactive as possible. Dickies is not the first brand with an iPad/iPhone app and definitely not the last but it’s good to see more and more brands take the initiative to represent the brand across different platforms. Good look.