PROJECT TITLE: Dickies
CATEGORY: retail installation
LOCATION: Fuel
PROJECT STATUS: completed, April 2025
LEAD DESIGNER: Miltos Kontogiannis
PROJECT MANAGER: Serafeim Pappas
PHOTOGRAPHY: Serafeim Pappas
An installation for Dickies unfolds as an homage to honest labor, rooted in history, crafted with warmth, and alive with hands-on energy. The narrative of a workwear institution takes shape through custom wooden furniture, robust benches, worktables, and shelving cut and joined with the precision of a trusted tool, echoing the grain and grit of a workshop.
Helmets and tools in the distinctive Dickies yellow are placed throughout the space. They rest on planks, lean against surfaces, or hang like artifacts of daily effort, their bright color punctuating the natural wood with signals of action and purpose.
Born in Texas in 1922 as a maker of bib overalls for ranchers and farmhands, and later a supplier of military uniforms during the Second World War, Dickies has grown into a global standard in durable workwear. The installation channels this legacy, creating a place where visitors can step into the rhythm of craft and trade.
Every timber surface feels like an extension of a worker’s hand, every yellow helmet a quiet emblem of resilience. Together, wood, color, and familiar tools transform the setting into a celebration of work, heritage, and the enduring spirit of the Dickies name.
