CARHARTT WIP
The evolution of the Carhartt project is perhaps the clearest example of how streetwear was born as a culture that goes beyond simple fashion, representing rather an ideology, a lifestyle that one feels part of. Born in 1889 in Detroit, the Carhartt brand was aimed at workers: high-quality products that were, at the same time, affordable for everyone, extremely durable and suitable for resisting the worst working and climatic conditions. The evolution of the initial concept conceived by Hamilton began in the 90s, when with Carhartt WIP (Work in Progress) the brand found a foothold in Europe and Japan and began to no longer be conceived only as workwear, but extended its production to an urban lifestyle, satisfying a wider audience, while remaining faithful to the origins of the brand. In fact, we find overalls inspired by the world of work, but the collections also include jackets, sweatshirts and t-shirts. Another turning point came in 2005, when Carhartt WIP launched its first collection for women.
