DICKIES OPENS L.A. POP-UP AT FRED SEGAL
Dickies has opened a new pop-up shop in Fred Segal’s Sunset Blvd. flagship location in Los Angeles today. The global workwear brand’s “Dickies Loves LA” 1,500 square foot pop-up marks its first foray into branded physical store space in California.
Customers will have 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 Los Angeles-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 L.A. makers will rotate throughout the two-month opening and include streetwear designers Homegrown and Carrots’ 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.
“For decades Los Angeles has quietly adopted Dickies as a uniform of cultural pride,” said Kathy Hines, vice president 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 L.A.’s most passionate creative makers and L.A.’s most iconic retailer.”
Additional shop features include 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 will creatively showcase the featured L.A. 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.
“While Dickies has continued to honor their blue-collar credentials, the brand has also emerged as a mainstay of streetstyle,” added Brian Nyilas, vice president 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 new Fred Segal x Dickies Loves LA pop-up is now open through August 15th.
In other Fred Segal news, the experiential retailer unveiled a new peace sculpture to kick off its momentous 60th-year anniversary celebration. Los Angeles-based artist Nathan Mabry created the Peace Piece for Fred Segal as part of his Heavy Handed series, a series of large-scale sculptures that resemble block-like human hands. The bright red Peace Piece is an unmistakable hand gesture with a common understanding that spans generations.
“As we celebrate 60 years of curating cool, we wanted to find a unique and special piece of art that represented our ethos. I actually saw Nathan’s art a few years ago and always loved his work,” said Jeff Lotman, owner and CEO of Fred Segal. “Fred Segal was built on heritage, inclusivity, and love – the peace sculpture is a great representation of that as a universal symbol. We look forward to Angelenos and visitors alike having an opportunity to take photos and create their own memories with the sculpture.”
The unveiling of the peace sculpture is only the beginning of Fred Segal’s anniversary celebrations. Throughout the year, the retail destination will hold in-store activations and pop-ups with select brands to offer exclusive pieces available only at Fred Segal.
