American brand, Carhartt in recent years has led from the forefront when we think about the workwear renaissance. Returning from the 90s and early 20’s the brand goes hand in hand with a generation that embraces positivity, ethical clothing and gender-fluid fashion. One of the best-kept diffusion lines, Carhartt Work In Progress (WIP) is renowned for its street-inspired aesthetic reshaping the outstanding Carhartt legacy. Here’s everything you might want to know and why Carhartt WIP is so popular.
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Why is Carhartt WIP so popular?
With over 100 years of heritage, Carhartt is certainly not a new name on the block. The beauty of Carhartt is that they have continuously created the same products they made in their early days. Their chore coats, trousers and beanies were worn throughout the United States from railroad workers to city constructions.
That said, Carhartt’s laid-back branding and unintended rise in popularity has given them the ultimate ‘authentic’ label. Something in today’s culture consumers look for. They want brands to be true to themselves without trying too hard to chase the latest trends with no consideration for the planet. Carhartt’s originality has given them an authenticity that not all brands have managed to capture.
In the last year searches for the Carhartt have increased +22% and are at a 50% increase for Carhartt WIP the diffusion line most popular in the UK. Mixing the old and the new Carhartt WIP predominantly houses the streetwear pieces with numerous collaborations from high fashions brand such as Marni to your old-school streetwear giants such as BAPE and Patta.
Image credit: Daily Mail
Current 90s nostalgia with oversized fits undoubtedly has contributed to the brand’s popularity. With the likes of ASAP Rocky to Austin Butler seen donning classic Carhartt, searches for the Detroit Jakcets are up 171% and overall Carhartt-related terms are up 91%. Most likely influenced by the 90’s hip-hop scene from Tupac Shakur, Easy-E and Nas to name a few. Carhartt’s rugged fabrics, bulky jackets and grit gained mass popularity as it aligned with their hyper-masculine ideals. This was probably the last time Carhartt boomed similar to brands such as Dickies which is now similarly in high demand.
