Though Carhartt WIP (which stands for Work in Progress) may draw inspiration from the historic canon of utilitarian workwear, it wasn’t until 1994 that it really arrived on the map of modern subculture. Almost immediately, it found a place as the go-to for skaters and the musicians that they inspired, resulting in almost three decades of the label defining the look of the underground. So, it makes sense that, given the world has finally caught up to the brand’s ethos, Carhartt WIP’s new AW22 campaign goes back to its roots with a cast of skate and music stars to remind us all where it all started.
Photographed by Jorre Jansen and styled by i-D’s Dan Sablon, the campaign nods to the brand’s unique DNA. Lo-fi, black-and-white images emphasise the raw, straight-up energy of the label, known for the directness of its wardrobe staples. But what makes Carhartt WIP’s archetypal clothes truly distinctive is the people who wear them. The new campaign features portraits of a new generation of music and skate stars with close ties to the brand.
There’s Flohio, the dynamic Nigerian-born south London rapper who first worked with the brand in 2017 when she appeared in its 2117 publication, and Tweaks, an artist known for their experimental soundscapes — part of the NTS WIP artist development program for 2021. There are also members of Carhartt WIP’s very own skate team: Ibu Sanyang and Pepe Tirelli, two stars of the brand’s recent full-length skate film, Inside Out; trailblazer Maité Steenhoudt; and up-and-comers Noah Mahieu, Izaidy Cabral de Pina, Willow Voges, and Maria Navarro. Together, they respectively hail from Spain, France, Germany, Italy and Belgium. Another longtime collaborator of the brand, London-based hip hop artist Lord Apex, also makes an appearance.
Further cementing the eternal bond between music and skate culture, Carhartt WIP has released playlists selected by the skate team — aptly titled “Music to Skate to”, as well as another playlist featuring a selection of tracks chosen by Lord Apex, and an exclusive Carhartt WIP Radio Show with Flohio.
Credits
Art Director Nicolas Poillot
Photographer Jorre Janssens
Light assistant Pierre Nowak & Octave Pineau-Furet
Videographer Hugo Campan
Music Oon|Ooff Audio
Stylist Dan Sablon
Models Lord Apex , Flohio & Tweaks
Skate team Ibu Sanyang, Maité Steenhoudt, Pepe Tirelli, Izaidy Cabral de Pina, Noah Mahieu, Willow Voges, Maria Navarro
Make Up Ruben Masoliver & Flavie Terracol
Hair Rimi Ura