BRAND EXPERIENCES
Hey Los Angeles! Dickies x Fred Segal Loves You
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Dickies Icons Customization Shop-In-Shop

Workwear meets streetstyle in the SGK-designed 1,500 square foot shop-in-shop at Fred Segal’s Sunset Flagship store called Dickies Loves LA. For this unique collaboration, which marked Dickies’ first LA-based retail experience in celebration of their 100-year legacy, we celebrated each brand’s rich history by blurring the line between labor and love.

 
The full-service customization shop highlighted Dickies’ five Iconic styles – Eisenhower Jacket, 874 Work Pant, Bib Overall, Work Shirt, and Coverall – and was the centerpiece of the immersive collaboration experience, featuring personalized customization options from top LA-based Independent Creators such as streetwear designers Homegrown and Carrots, fine artist Sofia Enriquez, and craftsmen Dr. Collectors.
 
SGK rounded out the experience by designing a full suite LA-themed accessories – from lighters and ashtrays to koozies and coffee cups – as well as custom fixtures and displays, an archival timeline of Dickies 100 years of innovations, and our favorite moment: the Dickies Loves LA heart social media sculpture.
 
The Dickies Loves LA shop-in-shop ran throughout the summer honoring the brand’s continuing commitment in celebrating the dignity of work ahead of the Labor Day weekend.

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