Dick Winters


A tongue in cheek brand

A unique brand identity and packaging solution for a quality, British-made underwear range for men.


Combining style with eccentric individuality

Dick Winters is the quintessentially British brand of fine luxury underwear for gentlemen. With a huge passion about being ‘Made in Britain’, their core mission is to actively drive the resurgence of British manufacturing through everything that they do. 999 was appointed to create a truly unique, genuinely British underwear brand, celebrating the essence of classic, understated style, combined with a somewhat eccentric individuality and sense of humour!


The Big number

£100k of sales

We achieved £100k worth of sales in the first 12 months, a fantastic result. Within weeks, online sales were rising steadily and the brand secured a pop-up concession with House of Fraser. Only a year later, Dick Winters joined the UK’s largest curated online marketplace, notonthehighstreet.com, and now boasts some notable celebrity adopters.



Unique and witty approach

Our client was keen to appeal to a broad age range and develop a tongue-in-cheek, luxury brand for ‘real men’. They were looking for a unique and witty approach to differentiate their offering in a hugely competitive marketplace.



Introducing 'Dick'

Our design team undertook the art direction of six ‘Dick’ characters to reinforce the brand’s sense of fun and individuality. We created a classic look and feel that is quintessentially British - understated with an eccentric sense of humour.


big Numbers

Over a dozen new stockists

We achieved over a dozen new stockists in first 12 months of launch, with a pop up concession in House of Frasers and a listing on notonthehighstreet.com.