Carhartt WIP
Work in Progress · Germany
Carhartt WIP is the streetwear line of the Carhartt workwear name, created in Europe in 1994 by Swiss couple Edwin and Salomée Faeh. It is run by the company Work in Progress under licence and is distinct from the American workwear business Carhartt, Inc. The brand is a fixture of global streetwear.
| Founded | 1994 |
|---|---|
| Founders | Edwin Faeh and Salomée Faeh |
| Company | Work in Progress |
| Relationship | Licensed line, separate from Carhartt, Inc. |
| Stores | More than 100 worldwide |
| Website | carhartt-wip.com |
What is Carhartt WIP?
Carhartt WIP, short for Work in Progress, is a fashion and streetwear brand that reinterprets American workwear. It is separate from Carhartt, Inc., the family-owned Detroit workwear company founded in 1889. Carhartt WIP operates as a licensed line with a different target group and positioning, and its website carries the copyright of Work in Progress.
History
Swiss denim designers Edwin and Salomée Faeh began importing Carhartt workwear into Europe after a trip to the United States in 1989. In 1994 they were granted a licence to create their own collections under the name Carhartt Work in Progress. Over three decades the label became closely associated with skateboarding, hip hop and graffiti culture, while Carhartt, Inc. has publicly stressed that its own products are made to "perform, not pose".
Products and positioning
Carhartt WIP sells menswear and womenswear in the premium streetwear segment, built on workwear staples such as duck canvas jackets, cargo and carpenter trousers, beanies and heavyweight sweatshirts. A large part of its profile comes from collaborations, which have included:
- A Bathing Ape and A.P.C.
- Comme des Garçons and Junya Watanabe
- Vetements and Marni
- Nike and skate brands such as Polar Skate Co
Business model and distribution
According to FashionUnited, Carhartt WIP runs more than 100 physical stores worldwide across Europe, Asia and the United States, including flagships in cities such as Paris, Milan, London and Munich. It also sells through streetwear and fashion retailers and its own online shops. The brand supports a skate team and a music department as part of its marketing.
Why it matters
Carhartt WIP is one of the most successful examples of a licensed brand extension that built its own identity. It shows how workwear heritage can be translated into streetwear, and how a licensee can build a global retail network and a collaboration programme that rivals those of many brand owners.
Frequently asked questions
Is Carhartt WIP the same as Carhartt?
No. Carhartt, Inc. is a family-owned American workwear company founded in Detroit in 1889. Carhartt WIP is a separate, licensed streetwear line created in Europe in 1994 by Edwin and Salomée Faeh.
What does WIP stand for in Carhartt WIP?
WIP stands for Work in Progress. The name distinguishes the fashion line from the original Carhartt workwear range.