Carhartt and the Rise of Workwear Culture
Carhartt WIP has reopened its flagship in Zhangyuan, Shanghai.
Designed by Milan-based architect Andrea Caputo, the 145 sqm store blends Carhartt’s industrial DNA with Zhangyuan’s preserved courtyard architecture.
The reopening also introduces a Shanghai Zhangyuan limited capsule collection, drawing inspiration from the site’s stone gates and traditional motifs. The design of the shop, stonework of the area and the capsule collection all fit together nicely.
Workwear’s influence in fashion is gaining momentum...
And brands like Carhartt are a clear example of how functional heritage can successfully cross into contemporary culture.
Originally built for durability and labor, workwear carries a strong sense of authenticity and utility (and the idea that I can do something in these clothes).
The appeal also taps into the growing appreciation for nostalgia and timelessness; vintage wardrobes — canvas jackets, carpenter pants, and utilitarian silhouettes translate easily into modern streetwear.
Workwear now sits alongside outdoor and performance apparel as among the most durable crossover categories in fashion.
BEAMS, Dickies, Red Wing Shoes and Neighborhood are also connected to this trend, but Carhartt is unique. Construction and outdoor workers still love Carhartt ...and, at the same time, its surging as a fashion brand.