Williamson-Dickie was looking for a way to develop a shop-in-shop program within independent retailers and department stores throughout the US, yet also maintain a unified look and feel across all of them. The Basics Collection freestanding systems fit this bill perfectly. The heavy-load allowances of the Basics systems allowed for Williamson-Dickie to max out its merchandising of workwear (heavy-duty pants, jeans and overalls), and make a powerful visual statement at the same time.