‘Clothing must do, don’t pose’

The American work clothing label Carhartt does not want to be confused with the trendy streetwear label Carhartt WIP (Work in Progress). Both brands address different target groups and pursue an independent positioning.

Carhartt, with a European headquarters in Amsterdam, emphasizes: “Carhartt is not a fashion trend, but a tool that you wear. While some brands imitate a style, Carhart continues to provide what it promises: Clothes that protect. Every: R jacket, pants or overall is primarily designed for functionality, in practice and so manufactured that it is winding, rain, cold and wear withstand.

Carhartt and Carhartt Wip: Different brands

Carhartt was founded in Detroit by Hamilton Carhartt in 1889. Many clothing from the brand have a historical background, as can be read on the website. The brand produced overalls for soldiers and work clothes for women in the factories in the USA during the Second World War. In 1998 Mark Valade, Hamilton’s great -grandson, Chairman of Carhartt. Under his leadership, the brand expanded to Europe, launched a global e-commerce and opened dozens of own shops. In 2013, Linda Hubbard became the first non -family chairman, while Valade Chief Executive Officer (CEO) remained. Carhartt employs more than 3,000 employees worldwide with branches in the USA and Europe.

Carhartt Wip was founded in 1994 by Edwin Faeh. He develops its own fashionable collections that are popular in various subcultures-from the techno scene in Detroit to skate culture in cities like Berlin. In addition, the brand already collaborated with various fashion labels, including the US sports articules Nike. She also has her own skate team and a music department. Carhartt WIP has more than 100 physical business worldwide, including in Europe, Asia and the USA.

So while Carhartt WIP is about fashion, style and expression, Carhartt focuses on protection at working in industries such as construction and technology.