As one of America’s most recognizable heritage brands, how did Carhartt Work In Progress (WIP) become an iconic European presence? WIP celebrates, cultivates, and collaborates with youth subcultures all over the world. It was born a couple years after Germans Edwin and Salomee Feah visited the U.S. in 1989 and were granted a license to create the streetwear version of the Carhartt brand. Carhartt USA, a historic workwear brand was born in Michigan in 1889. WIP is a continuation of the workwear roots, and indisputably a powerful force in streetwear and youth culture.
Nonchalance about fashion.
Verbal+Visual was tasked with creating a web presence for WIP that’s in line with the brand’s straightforward iconic style of both work and play. We built out their North American e-commerce presence, as WIP was moving operations for delivering to U.S./Canadian customers into the U.S. from Europe. They needed a new e-commerce experience that didn’t deviate from the global site and handled the UX and merchandising.
“I’ve always said that Carhartt didn’t choose the culture, the culture chose the brand.” – Michel Lebugle
An American digital presence.
V+V chose to re-platform to Shopify Plus for the North American customer base. All the systems are separate for North America vs. Europe. It was important that all primary back office systems integrate with one another appropriately to ensure the ultimate management of the e-commerce platform. We stuck to the look and feel of the global site with necessary updates to UX and technology based. We ensured best practices and a user journey focused on conversion and engagement. Additionally, we integrated content and commerce, and continued to leverage the content Carhartt WIP is generating. All these efforts better told the WIP story and enticed engagement and discoverability.
Authentic expression of style.
We listened carefully to the distinct streetwear culture WIP is famous for – a respect for the people by embracing it’s workwear roots and embodying love through youth culture all over the world. We’re proud to build a site that is reflective of their brand and values, and cultivates future growth.
We’re delighted to share with you Carhartt WIP’s new US site.