Celebrating its 60th anniversary this year, the iconic Los Angeles retailer announced Friday the opening of Fred Segal x Dickies Loves LA, a two-month popup featuring Dickies’ signature unisex pieces customized by local designers and artists.
Open from June 18-Aug. 15, the 1,500-square-foot shop located within Fred Segal’s flagship on Sunset Boulevard marks the 99-year-old heritage brand’s first foray into branded physical store space in California.
“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,” said Kathy Hines, Dickies VP of global marketing.
There, visitors can shop Dickies’ five most famous styles, including the 874 Work Pant, Work Shirt, Coverall, Bib Overall and Eisenhower Jacket. Each garment is exclusively customized for the popup by four Los Angeles-based makers, including streetwear designers Homegrown and Carrots. Fine artist Sofia Enriquez applied her retro Pop art illustrations to pieces, while craftsmen Dr. Collectors experimented with heritage patchwork designs.
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. Shoppers can also appreciate Dickies’ heritage in workwear through a three-dimensional brand timeline and enjoy a social-friendly selfie backdrop and collect unique work accessory takeaways like exclusive shop rags, carpentry pencils and tape measures.
Popup shops are a pillar in Fred Segal’s legacy. In 1961, founder Fred Segal, who died in February at 87, introduced the shop-in-shop concept, offering consumers a new way to shop from a curated selection. Earlier this year, the retailer The Blue Chapter, a popup with Maurizio Donadi’s Transnomadica, focused on vintage Japanese jeans.
The timing for a trend-oriented retailer like Fred Segal to cast a spotlight on workwear is spot on. The category has been a well of inspiration for fashion brands of all tiers working to add minimalistic and genderless qualities to their collections, not to mention durability and utility. In addition to general workwear items like jumpsuits, overalls and chore jackets also earned a place in consumers’ closets during the pandemic.
Durability is a key message in Dickies’ latest collection with professional skateboarder Jamie Foy. The collection includes work pants, work shirts, T-shirts and hooded sweatshirts with a tropic spin riffing on the 2017 Thrasher Magazine Skater of the Year’s Florida heritage.
“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 popup and gives Fred Segal customers an immersive experience they can’t find elsewhere.”