Founded 1994
Carhartt WIP
American workwear becomes European streetwear
Carhartt Work In Progress took the rugged American workwear heritage and recontextualized it for European skate and street culture, creating a fascinating trans-Atlantic brand evolution.
Key Insights from the Revival
- →Authenticity played a crucial role in the brand's comeback
- →Strategic collaborations helped reposition the brand for a new generation
- →Cultural timing was essential to the brand's resurgence
Brand Evolution Timeline— Drag or use ← → keys to explore
1889
Carhartt Founded
American workwear origins
1994
WIP Launch
European streetwear adaptation
2000
Underground Culture
Skate and hip-hop adoption
2015
Mainstream Discovery
Fashion week appearances
2022
Global Icon
Work jacket as fashion staple