Carhartt WIP Crossover

Carhartt WIP is the fashion-forward offshoot of Carhartt, the American workwear brand that has been making duck canvas jackets since 1889. How these 2 lines coexist tells you a lot about how brands navigate the gap between function and fashion. Mainline Carhartt sells insulated bibs and steel-toe boots to construction workers at Home Depot. Carhartt WIP sells slim-fit chore coats and graphic tees to art school students at boutiques in Berlin and Tokyo. WIP stands for "Work In Progress" and the products use the same fabrics and the same logo but with different cuts and a different distribution strategy. The crossover works because the original workwear has genuine credibility that fashion brands spend years trying to manufacture.