Carhartt WIP, an offshoot of the iconic American workwear brand Carhartt, has seen a remarkable surge in popularity over recent years. Originally founded to cater to the European market, Carhartt WIP (Work In Progress) has transformed rugged workwear into a staple of the modern streetwear scene.
The Origins of Carhartt WIP
Carhartt was originally established in 1889 in Detroit, Michigan, as a workwear brand dedicated to creating durable and practical clothing for railroad, oil, construction steel workers & more.
Carhartt WIP was officially created in 1994 by Edwin Faeh, a Swiss entrepreneur who saw an opportunity to adapt Carhartt’s rugged workwear for a European audience. Faeh’s vision was to maintain the brand’s authenticity while tailoring its designs to align with the preferences of style-conscious urban youth.
This approach proved successful, laying the foundation for Carhartt WIP's distinct identity.
The first Carhartt WIP store opened its doors in London in 1997, cementing its presence in the European market. The store remains a landmark, symbolizing the brand’s enduring appeal and connection to its early adopters.
Keys to Success
One of the pivotal elements behind Carhartt WIP's success is its seamless integration into subcultures such as skateboarding, hip-hop, and graffiti. During the 1990s, the brand gained traction among skaters who were drawn to its durability and relaxed fit, ideal for the demands of the sport. Simultaneously, Carhartt’s oversized jackets, work pants, and beanies became staples in the wardrobes of hip-hop artists and fans. The brand is worn with different styles from the East coast to the West coast in shades of color and an attitude that sticks to everyone's lifestyle.
Notable examples include legendary rappers like Tupac, Kanye West, Eazy-E, Das EFX, Naughty By Nature, Run DMC & more who often wore Carhartt gear in their music videos and public appearances. In the skateboarding world, Carhartt WIP forged partnerships with prominent skaters and teams, further embedding itself within the culture.
At a time when influence and marketing are king, it may seem crazy to realize that Carhartt didn't intentionally target these different cultures to find customers, these same cultures adopted the brand for all its functional benefits and a fashion identity that couldn't be ignored.
Over the years, Carhartt WIP has adapted and reinvented itself while retaining its ruggedness DNA.
From exaggerated styles and shapes in the 80s and 90s, with baggy silhouettes and dropped pants, the brand gradually reduced its production as this fashion faded, pivoting towards the creation of its own models at the end of the 90s.
Impact on Streetwear Culture
Carhartt WIP’s influence extends beyond its workwear roots, thanks to collaborations with influential designers, artists, and brands.
These partnerships have included names like A.P.C., Nike, New Balance, Patta & more showcasing the brand’s ability to innovate while staying true to its DNA.
If we talk sneakers, we will inevitably remember the collaboration with Nike in 2018 on a pack of 4 pairs including: Air Max 95, Vandal High Supreme and Air Force 1. More recently, the brand collaborated with New Balance on the highly successful 990v1 and 990v6. On the sneaker front, the brand has also partnered with Converse on iconic models such as the Chuck Taylor, Chuck 70 and One Star Pro.
On the fashion and apparel front, Carhartt WIP has also made a name for itself with high-profile collaborations with Japanese labels such as Sacaï and Invincible, as well as the American brand Stüssy.
By establishing a presence in independent boutiques and embracing creative collaborations, Carhartt WIP has solidified its status as a go-to brand for those seeking a mix of functionality and style. Its adoption by streetwear enthusiasts has only grown with the rise of social media, where its timeless designs often feature prominently.
Finally, the brand appears in a number of cult street culture films, such as the mythical 1995 French film 'La Haine', in which the character Hubert wears the famous beanie with the Carhartt WIP patch. A true reflection of the clothing worn at the time (and not at all a costume), the film once again bears witness to the spontaneous adoption of the brand by the street.
Carhartt WIP’s journey from a niche European adaptation to a global streetwear icon is a testament to its ability to evolve without losing sight of its heritage. By resonating with skaters, rappers, and style-conscious consumers, the brand has cemented its place in the annals of streetwear history. As it continues to grow, Carhartt WIP remains a powerful force, blending authenticity with modern fashion sensibilities.
If you are interested in buying Carhartt WIP stuff online, here is a list of official retailers where to buy from
- Carhartt WIP EU Store : France, UK, Germany, Netherlands, Italy, Belgium
- Hip Store (UK)
- END (UK)
- HHV (Germany)
- Citadium (France)
- Slam Jam (Italy)
- LVR (Italy)