Rascasse Audience Intelligence

Dickies Target Market in United States

Dickies has an estimated audience of 4.6M people in United States.

#6among Streetwear in United States
#795among brands in United States#359in Fashion & Accessoires

The average Dickies fan in United States is 31.9 years old, more male, and lives primarily in California.

By number of fans, Dickies ranks #6 among the 75 objects in Streetwear in United States — 34.1× the group median.

Women make up 34.3% of the fan base, 14.2 percentage points fewer than the group average.

Compared with the other 74 objects in Streetwear, Dickies fans stand out for their interest in Wolford, CornerStone and Superdry..

Most fans live in California, Texas, New York.

Top affinities include Wolford, CornerStone, Superdry., with strongest over-indexing on Wolford (43.61× the country average).

Demographically, the Dickies audience skews more male with an average age of 31.9, and over-indexes on personality traits such as Patriotism, DIY Mentality.

The typical Dickies fan in United States is more male, around 31.9 years old, with strong Patriotism tendencies and a notable affinity for Wolford.

Category: Fashion & Accessoires · Type: Brand · Subtype: Streetwear

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
4.6M
in United States
Gender
34.3%♀
65.7% male
Age
31.9
average years
Country rank
#7156
among all objects in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Dickies

34.3% are female, 65.7% are male, average age 31.9.

Fig. 02

Gender split

34.3%
Female
65.7%
Male
Demographic split for Dickies audience in United States
MetricValue
Female34.3%
Male65.7%
Average age31.9
Estimated audience size4.6M
Fig. 03

Age distribution

Ø 31.9
average years
Age distribution of the Dickies audience in United States
Age bracketShare%
16-2442%
25-3424%
35-4415%
45-5411%
55+9%
Fig. 04

Worldwide distribution

28.1%

of the worldwide Dickies audience comes from United States.

Worldwide audience distribution share by country for Dickies
CountryShare
United States28.1%
Japan23.0%
Taiwan5.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Dickies customers by region in United States
#RegionReachAffinity×
01California~1.5M2.43×
02Nevada~80K1.84×
03New Mexico~40K1.51×
04Utah~70K1.49×
05Texas~500K1.46×
06Arizona~100K1.41×
07Louisiana~90K1.41×
08Oregon~80K1.39×
09Colorado~100K1.30×
10Idaho~30K1.25×
11Wyoming~10K1.23×
12Washington~100K1.16×
13Oklahoma~60K1.10×
14Montana~20K1.09×
15Mississippi~40K1.04×
16Vermont~9K1.04×
17New York~300K1.00×
18Illinois~200K1.00×
19Pennsylvania~200K0.98×
20Georgia~100K0.97×
21Michigan~100K0.95×
22Hawaii~20K0.94×
23Nebraska~20K0.90×
24Delaware~10K0.90×
25Kansas~40K0.89×
26Maine~20K0.88×
27Alabama~60K0.86×
28Arkansas~40K0.86×
29Tennessee~80K0.85×
30Wisconsin~70K0.85×
31Indiana~80K0.84×
32Minnesota~70K0.84×
33New Jersey~100K0.82×
34Missouri~70K0.82×
35Alaska~8K0.82×
36Ohio~100K0.81×
37North Carolina~100K0.81×
38North Dakota~9K0.81×
39Iowa~30K0.78×
40Virginia~90K0.77×
41Florida~200K0.76×
42Massachusetts~70K0.75×
43Maryland~60K0.75×
44South Dakota~9K0.75×
45South Carolina~60K0.74×
46Kentucky~40K0.73×
47Connecticut~40K0.73×
48New Hampshire~10K0.73×
49Rhode Island~10K0.73×
50West Virginia~20K0.69×
Fig. 06

Affinity by region

Affinity by region — Dickies, United States
0.69×1.00×2.43×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Dickies audience vs. the country average
#·InterestCategoryAffinity×
01WolfordFashion & Accessoires43.61×
02CornerStoneFashion & Accessoires42.31×
03Superdry.Fashion & Accessoires26.62×
04MarimekkoHome & Garden22.09×
05Patrick EwingSports21.16×
06Agent ProvocateurFashion & Accessoires20.68×
07Red Bull RecordsMusic & Radio18.38×
08WorkwearFashion & Accessoires13.57×
09Vox (musical equipment)Music & Radio12.19×
10WrenchHome & Garden3.96×
11Power toolHome & Garden3.71×
12AutoZoneCars & Mobility3.60×
13BurlingtonFashion & Accessoires3.18×
14Popular musicMusic & Radio2.43×
15PhilosophyBusiness & Career2.01×
16Rock musicMusic & Radio1.87×
17TelevisionsTechnology & Electronics1.80×
18United StatesTravel & Leisure1.78×
19FoodFood & Beverages1.55×
20MoviesMovies & TV1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Dickies audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Dickies audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.87×
DIY MentalityTHRILL1.64×
Luxury OrientationPREMIUM1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Dickies audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.76×
Quality AwarenessPREMIUM0.80×
MindfulnessBALANCE0.95×
0×1.00× baseline2×
Appendix

Explore more audiences

More Streetwear audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Dickies over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/dickies-7254” · Methodology