The Carhartt Work in Progress sub-brand has been keen on further exploring Carhartt’s urban lifestyle character since its inception in the 1990s. When Carhartt first set foot in the lucrative European market under the distribution by Work in Progress, the brand immediately gained a cult following coming from the emerging urban culture and urban sports scene in the continent. To meet these high demands, Carhartt then presented its first product range that saw the premium workwear brand reinterpreting and refitting some of its marquee silhouettes, while maintaining a strong grasp on its core values. Somewhat coming full circle with its widely successful sub-brand, Carhartt Work in Progress opened its first brick and mortar store in New York in the fourth quarter of 2011. During the recent Jacket Required occasion in London, Carhartt WIP’s marketing and merchandising manager Alex Russell gave us a rundown about the brand’s Fall/Winter 2012 collection, as well as a glimpse into Carhartt’s Heritage line. Utilizing greatly its signature dark brown canvas materials onto a variety of outerwear pieces, the sub-brand has added a streamlined edge courtesy of the blast orange accents as well as introducing new Carhartt WIP branding. In addition, Russell reveals some collaborative ventures in the works, including that with longtime partner uniform experiment.
Director: Santiago Arbelaez