how CARHARTT changed the rules of the game

When you think of streetwear, the first images that come to mind are of people bravely walking the streets in expensive trainers and designer hoodies. However, among these fashion icons stands out a brand that seems not to have aspired to be part of this world at all. Carhartt is not just a workwear brand, it's a cultural revolution that has turned the rules of the fashion game upside down.

Carhartt Roots: Strength in Simplicity

Carhartt was founded in 1889 by Hamilton Carhartt in Detroit. His goal was simple - to create durable and comfortable clothing for workers that would stand up to the rigours of the workplace. Solid jackets, thick jeans and overalls became indispensable for construction workers, railway workers and farmers. In those years, no one could have imagined that a hundred years later these same garments would be the object of desire for millions of young people around the world.

From the Workplace to the Streets

So how did it come about that clothes designed for work became a style symbol? It all started with subcultures. In the 80s and 90s, skaters, rappers and graffiti artists started to take notice of Carhartt, appreciating it for its durability and utility. They wanted clothing that would stand up to the rigours of life on the street - the falls, the paint, the dirt. In Carhartt clothing, they found the perfect balance between style and functionality.

But the real coup came when the brand fell into the hands of designers and stylists. They began to play with proportions and stylise rough, working-class silhouettes combined with high-fashion elements. At this point, Carhartt was no longer just clothing for labour - it became a symbol of rebellion, strength and independence.

Carhartt WIP:
A New Stage in the History of the Brand

In 1994, an event occurred that finally cemented Carhartt's iconic status in the fashion world. Carhartt Work In Progress (WIP) was created, a line adapted for the European market. Carhartt WIP quickly became synonymous with modern streetwear. Inspired by the original workwear, it added sleek details and modern cuts, allowing the brand to fit seamlessly into the wardrobe of urbanites, artists and musicians.

Carhartt WIP actively collaborates with renowned street artists, brands and musicians to create limited edition collections and collaborations that fly off the shelves in a matter of hours. This has further cemented the brand's connection to youth culture, making it a true street style icon.

Playing by Your Own Rules

Carhartt changed the rules of the game, leaving behind fleeting trends and reimagined silhouettes. He showed that authentic style is not born in design studios, but on the streets, on the job site, in every day. And it was this authenticity, this strength in simplicity that made him iconic.

Today Carhartt is not just a brand. It's an entire philosophy based on honesty, labour and respect for its roots. In a world where many brands strive for glitz and superficiality, Carhartt stays true to its principles, continuing to inspire new generations.

While others are running after new trends, Carhartt is going its own way, paving the way where it hasn't been before. And that's perhaps the most important game-changing rule he's changed.

Source: Pinterest @Carhartt WIP