The Fred Segal x Dickies Loves LA pop-up was designed in partnership with global brand experience agency SGK and it marks Dickies’ first foray into branded physical store space in California. The shop will be in place June 18 to Aug. 15, 2021.
“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 in a statement. “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 pop-up will feature Dickies’ five most iconic styles, including the 874 Work Pant, Work Shirt, Coverall, Bib Overall and Eisenhower Jacket. A series of rotating “makers” from the LA area will offer their own customized takes on Dickies’ classic designs throughout the pop-up shop’s run. Featured LA Makers include streetwear designers Homegrown and Carrots, retro pop artist Sofia Enriquez and craftsmen Dr. Collectors.
Guests also will have the opportunity to create their own customized versions of Dickies’ styles at a customization station featuring chain stitching, embroidery and screen printing. Additionally, the pop-up includes a three-dimensional Dickies brand timeline, a social-friendly selfie backdrop and work accessory giveaways such as exclusive shop rags, carpentry pencils and tape measures.
“For decades Los Angeles has quietly adopted Dickies as a uniform of cultural pride,” said Kathy Hines, VP of Global Marketing for Dickies in a statement. “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.”