Loyal customer base, pre-existing distribution channels, and a marketable history are all alluring aspects of a label with an extensive heritage. While the advantages are quite obvious, the execution in balancing such dichotomy of new and old, especially to the desires of customers, isn’t always easy. Though in effortless style, Carhartt WIP has done just that.
Short for Work In Progress, the lifestyle focused division of century-old workwear specialist strike a balance between its history and the ever changing trends. A reflection of its evolution, application of its legendary duck canvas is now on backpack, its hearty denim is a key ingredient to Bermuda Cargo Shorts, and the inclusion of cotton poplin, selvedge denim, and oxford cloth. It might not be your father’s Carhartt in looks, but he will still recognize the quality regardless.