Dickies pops up at Fred Segal in LA
The 1,500 square-foot pop-up shop, dubbed Fred Segal x Dickies Loves LA, opened Friday within Fred Segal's flagship Sunset Blvd. location marking Dickies' first foray into branded physical store space in California.
Running through August 15, the pop-up will house Dickies’ five most iconic styles including the 874 Work Pant, Work Shirt, Coverall, Bib Overall and Eisenhower Jacket, exclusively customized for the pop-up by featured LA-based creators who have tapped into the origin of both Dickies and Fred Segal's founding year — 1922 and 1961 respectively.
The featured LA creators include streetwear designers Homegrown and Carrots, fine artist Sofia Enriquez and craftsmen Dr. Collectors. The creators will rotate throughout the two-month opening.
Shoppers will also have the chance to customize Dickies' core product through a customization station featuring chain stitching, embroidery and screen printing.
"For decades Los Angeles has quietly adopted Dickies as a uniform of cultural pride," said Kathy Hines, VP of global marketing for Dickies. "As Dickies approaches its centennial anniversary next year, we're seeking to celebrate that covetable stamp of approval by partnering with LA's most passionate creative Makers and LA's most iconic retailer.”
The pop-up will showcase the featured creators unique artforms through large-scale digital art boards and sculptures, as well as Dickies’ heritage in workwear through a three-dimensional brand timeline that doubles as a selfie backdrop. Work-inspired accessories like exclusive shop rags, carpentry pencils and tape measures, will also be given out to shoppers.
"While Dickies has continued to honor their blue-collar credentials, the brand has also emerged as a mainstay of streetstyle," said Brian Nyilas, VP of merchandising at Fred Segal. "That intersection, bouncing between those two worlds, is the focus of the pop-up and gives Fred Segal customers an immersive experience they can't find elsewhere.”
The Fred Segal x Dickies Loves LA Pop-Up Shop was designed in partnership with global brand experience agency SGK.
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