Global workwear brand, Dickies, and iconic LA-based experiential retailer, Fred Segal, join forces to launch: Fred Segal x Dickies Loves LA, a uniquely curated, 1,500 sq. ft. pop-up shop that unites Dickies’ rich heritage in workwear with its adoption into the lifestyle market.

The pop-up marks Dickies’ first foray into branded physical store space in California and was located within Fred Segal’s flagship Sunset Blvd. location. Attendees had the opportunity to shop 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-area Makers who’ve tapped into the origin of both Dickies and Fred Segal to celebrate the present, 1961 (Fred Segal’s founding year) and 1922 (Dickies’ founding year).

Featured LA Makers rotated throughout the two-month activation and include streetwear designers Homegrown and Carrot’s covetable take on today’s modern workwear, fine artist Sofia Enriquez’s retro pop-art illustrations inspired by 1961, and craftsmen Dr. Collectors’ patchwork heritage styles honoring 1922.

Additional shop features included the opportunity for guests to customize Dickies’ core product for a one-of-a-kind look through a Customization Station featuring chain stitching, embroidery, and screen printing. The immersive pop-up experience creatively showcased the featured LA Makers’ unique artforms through large-scale digital artboards and sculptures. Shoppers can also appreciate Dickies’ heritage in workwear through a three-dimensional brand timeline, experience a social-friendly selfie backdrop, and collect unique work accessory takeaways like exclusive shop rags, carpentry pencils, and tape measures.

Creative Direction: Aaron Carlsson
Lead Design: Tracee Enayah
Art Direction: Derek Walker
Account Management: Bryan Humphreys
Project Management: Shannon Case
Project Engineering: Greg Schaal

ClientFred Segal x DickiesServicesStrategy, Design, Installation, Technology Integration, Cross Brand Collaboration, Production, Event Management, Social Media Impact

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