Dickies and Budweiser launch 150th anniversary range with a jacket you can only win

You cannot buy the star jacket from the new Dickies and Budweiser link-up. You have to be nominated for it.

Dickies, the American workwear label, and Budweiser, the American lager from brewer Anheuser-Busch, have released a co-branded apparel collection to mark Budweiser's 150th anniversary around hard work and American heritage, WWD reported.

The capsule, a small limited range, runs to 52 pieces for men and women. The designs use vintage-inspired Budweiser graphics and 150th-anniversary branding. Dickies lists prices from US$25 to US$85.

Standout styles include an Eisenhower jacket, a cropped waist-length work jacket, the 150-Year Icon hoodie, Duck Double Knee carpenter pants cut for manual work with reinforced knees, and a Can short-sleeve T. The first drop went on sale from Tuesday, 15 September on the Dickies website and at select retailers. A second drop is scheduled for November.

That jacket is not for sale. The hero piece, the Dickies x Budweiser Genuinely Earned jacket, can only be won.

One hundred winners will receive it through the Dickies x Budweiser Genuinely Earned Contest, a social media prize draw tied to the launch. It rewards people recognised for graft in their own communities rather than customers with the fastest checkout fingers.

Americans aged 21 and over can put forward an everyday hero in their community on the Budweiser and Dickies sites. The age limit reflects alcohol rules around the Budweiser brand. Entries close on 21 September.

The workwear range sits inside a year of anniversary activity from the brewer. Budweiser has already issued limited-edition collectible cans honouring its history and American roots and a special limited-time 12-pack. Its American Summer Campaign included the Great Delivery Sweepstakes, a prize draw for consumers aged 21 and over to win a Summer's Worth of Beer, according to earlier announcements from Anheuser-Busch. The company has linked the anniversary to the 65,000 Americans it says bring its products to life.

For shoppers, this means two ways in. Buy the T-shirt. Earn the jacket.