Essentials: Albert Cheng of Carhartt WIP
ASIA GENERAL MANAGER OF CARHARTT WIP
Carhartt defines its diffusion brand Carhartt WIP (Work In Progress) as “the avant-garde way of living the Carhartt brand, reshaping the outstanding Carhartt legacy.” Faced with a new found appreciation from urban-dwelling European supporters for its utilitarian garbs, the Michigan-based apparel company launched WIP with carefully adapted, reinterpreted and refitted workwear cuts for the demands of an active life in an urban environment. Since its formation, WIP has worked closely with European creatives, from BMX riders to graffiti artists, developing garments engineered with its renowned quality yet intended for an active city lifestyle with slimmer cuts infused with traditional European casualwear. Now in demand throughout the world, Carhartt is looking to position its sub-line across the globe. Most recently the brand enlisted experienced marketing and brand strategist Albert Cheng in 2011 to advance its WIP label into Asian-specific markets. Since graduating the City University of Hong Kong back in 1999, Cheng has held both sales and marketing positions at a number of organizations from small, privately-held firms to renowned brands like adidas, Reebok and most recently a stint as the Regional Marketing Manager at New Era. Cheng’s astute understanding of Asian demographics and his ability to position a company’s expansion strategies against said markets has helped steer WIP into the saturated streetwear industry of the Far East, building both demand and its breath of products. In our latest Essentials installment Cheng displays his affinity for well-crafted yet modest fashions supporting not only celebrated designers but Carhartt as well.