Last night, Carhartt celebrated the launch of its first WORK IN PROGRESS store in New York City. Known primarily for its durable, high quality, comfortable heritage workwear that dates back to 1889, the brand really caught traction in Europe when authentic Carhartt products were distributed under the name WORK IN PROGRESS. Having collaborated with brands like Fragment Design and A.P.C., Carhartt’s W.I.P. has quickly become one of the most sought after products on the market today, especially here in the U.S.A. since the line was previously available only in Europe. The freshly launched NYC store, located at 119 Crosby Street in SoHo, will carry the full Fall/Winter 2011 WORK IN PROGRESS collection along with hats, books and select items from W.I.P. collaborations including A.P.C. and Vans. Be sure to check it out if you’re in the area.
We also managed to chase down Carhartt W.I.P’s Creative Director Arnaud Faeh to ask him a few questions about the launch:
WATM: Tell us a little about the collection currently in stores for Fall/Winter 2011:
Faeh: We have a really wide range; basic chinos in every cut, basic 5-pocket denim in every cut and workpants in every cut (from super slim to regular fit). In the jackets we always work with Cordura canvas which is our fabric. We also have waxed cotton jackets (classic Carhartt workwear style), beautiful knits for winter and shirting in flannel, poplin, denim, corduroy. It’s all really basic, Carhartt is known for its basics…[customers] know that when they want something basic or something understated they can come to [us].
WATM: Can you talk about the influence Carhartt has had on the European market?
Faeh: If you go to Europe, no one knows about Carhartt workwear, they all think that [WORK IN PROGRESS] is the only product that exists and when they come to the U.S. they’re like “What’s going on here with all these worker guys wearing Carhartt?!” So for Europe, there is only one Carhartt and this is it.
WATM: What impact has Carhartt’s collaboration with Adam Kimmel had on W.I.P.?
Faeh: It’s had a fantastic impact because it was in the best stores worldwide. Everyone really caught on to it and [retailers] made great windows out of it and press-wise it was really good. Adam is a great guy so we were really glad to work with someone like him.
WATM: How has W.I.P. evolved over the years?
Faeh: We’re evolving every season, just trying to go to the next level. It’s very difficult because we’re trying to re-invent basics each time, so that’s not like fashion. In fashion you can do whatever and it’s cool but Carhartt has to really think about basics and its a really tough job. But our progression has been steady and that’s good.
