Amazon and Dickies, a curious combo at SXSW

The South by Southwest interactive/music/lifestyle event held each year in Austin, Texas, will see leading workwear brand Dickies team up with Amazon to host a lineup of leading musical acts.

The companies have created The Dickie’s Roadhouse presented by Amazon at the iconic Austin establishment known as Banger’s on Rainey Street near the convention center. Headliners at the event include Ludacris and Until the Ribbon Breaks.

The combination isn’t as strange as it sounds. Dickies has a brand store on Amazon.com and its products, once worn exclusively by working men and woman, are fashionable with the trend setting technology set.

"This is Dickies' fifth year at South by Southwest, and every year it only gets bigger and better. Dickies and Amazon have developed a one-of-a-kind music experience for festivalgoers at the 2014 Dickies Roadhouse, while at the same time creating exclusive product and digital content that can be shared with a global audience through Amazon," said Dickies marketing chief Matthew McCartin. "We're providing a progressive experience in Austin that few will be able to match. We're excited about working with a dynamic brand like Amazon."

Exclusive acoustic sessions will be available at Amazon.com/SXSWMusic.

SXSW Music takes place Tuesday, March 11 through Sunday, March 16.