Carhartt's Work in Progress
Brands

02 July 2021

Carhartt's Work in Progress

Carhartt's Work in Progress



Two brands. One was founded in 1889 and the other in 1994. One is based in the United States of America and the other in the heart of Europe. One is focused on workwear and the other on streetwear. They share part of the name, but they are different. We are of course talking about Carhartt and Carhartt Work In Progress (WIP).


It all started in 1889 in Detroit with Hamilton Carhartt who, with just four sewing machines and five employees, was producing overalls for construction workers. 15 years later, the Carhartt Company brand was making uniforms for the military forces fighting in World War I, achieving a high level of economic success. Despite Hamilton's death in 1937, the brand continued to evolve until, in 1989, one hundred years after its founding, Swiss designers Edwin and Salome Faeh negotiated the opening of a Carhartt branch in Europe.


So in 1994, the Faeh set up Carhartt WIP as the brand's exclusive distributor for the European and Asian markets. It was around this time that the brand's clothing began to be adopted by rappers, graffiti artists and skaters. With more contemporary and tighter fitting designs, Carhartt WIP then began to win over streetwear enthusiasts. Today, it's almost impossible to walk around a big city and not see at least one person wearing Carhartt WIP clothing.



Carhartt WIP develops the collections based on the original models of the mother brand, adapting them to the cultures in which they will be inserted. However, there is one thing that does not change and that is the sustainable values by which both Carhartts abide. In order to reduce the ecological footprint, both brands bet on resistant and timeless products. Furthermore, and bearing in mind that cotton is one of the main materials they use, both bet on the production of organic cotton and are part of the Better Cotton Initiative (BCI).


Another point in common is the logo. The famous orange 'C' has not always been the brand's branding card. In fact, for more than 70 years, Carhartt was represented by a car and a heart - Car in Heart. These elements were said to symbolise not only the brand name, but also the way the company was run, due to Hamilton Carhartt's interest in defending workers' rights. It was in 1965 that the American company went through a phase of change and the 'C' came into the picture.


All these characteristics make Carhartt and, consequently, Carhartt WIP two brands with history and well-defined ideals. Therefore, since 2010 Carhartt WIP has been partnering with brands that share the same values. Converse, Nike, Motown and Underground Resistance are some of the examples. But the brand goes further and, in addition to partnerships, is also a supporter of the arts, music, fashion and skateboarding.



Despite the connection to the mother brand, Carhartt WIP is independent in the production of the collections it launches and every year surprises us with several ideas. This season's campaign is set against the backdrop of old towns in the post-industrial areas of southern France. On the roads, we see three friends on a road trip with no destination, with a crocodile float on the roof , as they look for ways to escape the boredom of summer. Dressed are several pieces from Carhartt's latest WIP collection.


Within the Far South campaign, you can find T-shirts with the inscription "Panic in Detroit". The phrase is inspired by Detroit's years of woes during the 1960s, such as the '67 riots that Iggy Pop chronicled and later came to inspire a David Bowie song of the same name. In addition, there is also a shirt printed with a floral painting by German artist Tom Król and a shirt that takes us on a picnic in the chaos of Paris.


To finish in revolt mode, you can also find a mug from the Everything is awful collection. With the motto that everything is awful, you'll find a cartoon character holding a cup of coffee, a newspaper and a Carhartt bucket hat, as if to convey the despondency and helplessness that has been felt over the last year and a half.



 

More than just a clothing brand, Carhartt WIP helps you convey your thoughts. You've got a wide variety of sweaters, jackets, trousers, shorts and accessories that are always stylish. Don't be afraid to make your voice heard and accept the help of Carhartt WIP in this adventure.




Carhartt WIP


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