10 may 2016 13:00:00
Carhartt WIP: Street style with solid core
Talking about how a century of experience in the creation of working clothes helps to develop the modern style
Regarding Carhartt Work In Progress as an independent brand it’s a relatively young fellow which for twenty years has gained amazing reputation in modern street wear fashion in Europe. But of course such success couldn’t be possible without the support of the head of Carhartt – American Company the history of which started in 1889.
The history of the brand dates back to Hamilton Carhartt who started manufacturing of workwear using rough cotton and denim in the end of the 19th century. Versus Carhartt WIP the history of Hamilton was not so smooth – at the beginning he had to face to the absence of proper demand, so the business failed. However Carhartt was a strong man and he worked on errors by questioning the railroad workers so he understood what kind of clothes the really needed. The only thing was to dish it up in a proper way.
The marketing of Hamilton was based on the slogan “Honest quality for honest pricing”, which was reflected in extraordinary durability worked out in details production. Moreover he always tried to keep reputation of decent employer who respects his employees as much as the customers.
And that was a good strategy because the main customer was the working class which cared about compliance with working conditions. All these principles were kept even during the Great Depression in the USA. Hamilton’s sons remembered the secret of success and never derogated from it. And still the company is family organization owned by Hamilton’s descendants.
Popularity among subcultures
At the end of 80s it was obvious that the workwear was suitable not only for builders and installers. Graffiti-artists who needed keep warm clothes with a lot of pockets more often were noticed wearing Carhartt. Such combination of comfort and durability attracted even drug dealers to say nothing about other groups of people from big city.
So abroad the brand Carhartt WIP was known exactly as street subcultural clothes and the popularity of the brand needed fixing and bringing to civilizational level. So Carhartt WIP appeared.
Carhartt Work In Progress
In 1994 Work In Progress was founded as a common retailer that was thought to distribute Carhartt brand in Europe. The sales had been so good that in in 1997 there was a decision to adapt original and well-established clothes into more active street wear style in cooperation with artists, musicians and skateboarders. Collective edition was praise great deal and this event made a good start of long and fruitful partnership. To date Carhartt WIP continues making contribution into development of street art and culture throughout the Europe, no line was edited without American approval, as they care about quality, durability and comfort keeping.
You can merge into the world of urban fashion of Carhartt WIP in our shop where you can find an extensive range of goods of this brand.
CARHARTT WIPMen's anorak jacket Spinner Black Camo/Green
CARHARTT WIPMen's sweatshirt College Crew Neck Blue/White
CARHARTT WIPMen's shirt Atlanta Bleach
CARHARTT WIPMen's T-shirt SS Jail Black/Multicolour
CARHARTT WIPMen's trousers Cargo Columbia Ripstop 6.5
CARHARTT WIPPanamaShore Twill Black/Black
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