Luke’s knowledge and passion for the humble T-shirt saw Dickies take a huge market share in the category and become the number 1 selling brand in Australia for graphic tees. Luke introduced an over-sized drop shoulder, box fit tee (The 330 tee), that became a best selling block in retailers such as Universal and General Pants. Combined with Luke’s art/graphics/branding a monster was born as was a constant need for more with a large SMU and Speed to Market program built on top of main ranges, to keep up with the demand.

Attention to detail on each tee’s wash, fit, fabrication and graphic application made Dickies tee’s an absolute winner.

Whether creating new casual wear shirting blocks with country style embroided art or embellishing iconic favorites with new trim or fabrication, Luke helped bring new life to the shirting category, while staying true to brand Dickies.

Designed for Universal store in Australia. The 'Speed Way' capsule embodied motorsport and the infinity Dickies has with car culture. Capitalising on the racing trend, Luke created a graphic pack that spoke true to American car culture and married them with garments that had street and sport appeal.

Kicking off the Dickies 'Blank Canvas' art series in Australia, Luke threw down a monochrome flash pack of art that covered Dickies iconic 874 pant and the 1574 shirt. The online activation produced multiple social posts that were the most viewed and liked for the year. The specialised clothing collection also saw great success completely selling out.