Workwear giant Carhartt is firmly distancing itself from Carhartt WIP (Work In Progress), the stylish streetwear label known for its cultural presence in skate and music scenes. In a recent press release, Carhartt made it clear: while the two brands share a name, their missions and audiences are fundamentally different.
The American heritage brand, which has its European headquarters in Amsterdam, emphasized its focus on durability and utility over fashion. “Carhartt is not a fashion trend, it is a tool you wear,” the company stated. “Where some brands imitate a style, Carhartt still delivers on its promise: clothing that protects you. Every jacket, pair of trousers or overall is designed with functionality in mind, tested in practice and made to withstand wind, rain, cold and wear. For hard workers.”
Founded in Detroit in 1889 by Hamilton Carhartt, the original Carhartt brand has a long history rooted in practicality. The company played a significant role during World War II, manufacturing overalls for soldiers and industrial workwear for women working in factories across the U.S. The leadership torch was passed to Hamilton’s great-grandson, Mark Valade, in 1998. Valade spearheaded Carhartt’s international growth, including a strong European presence, a global e-commerce platform, and company-owned retail stores. In 2013, Linda Hubbard became the first non-family president, while Valade remained CEO. Today, Carhartt employs over 3,000 people globally with operations in both the U.S. and Europe.
In contrast, Carhartt WIP—established in 1994 by Edwin Faeh—operates as a separate entity with its own identity, collections, and customer base. Carhartt WIP has become a favorite among urban youth and subcultures, from Detroit’s techno scene to Berlin’s skate parks. Known for its fashion-forward approach, the brand regularly collaborates with global names like Nike and maintains its own skate team and music division.
With over 100 stores worldwide, Carhartt WIP has built a strong retail network in Europe, Asia, and the U.S. Recently, the brand opened a new location in Rotterdam, marking its fifth store in the Netherlands.
Despite the shared branding, the philosophies diverge sharply. Carhartt WIP revolves around fashion, expression, and cultural relevance, whereas Carhartt’s primary goal remains providing protective gear for demanding professions in industries like construction, engineering, and manufacturing.
The message is clear: Carhartt designs to perform, not to pose.
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