Brand Identity / Environment

Carhartt have always been one of my favourite brands, making this project all the more exciting to work on. We were tasked with repositioning Carhartt and introducing the ‘Workwear’ range to Europe.

The new brand evokes the company’s American origins — celebrating the craftsmanship, stories and everyday heroes that have enriched the brand since 1889.

We launched the brand at the Düsseldorf annual outdoors convention, creating a popup retail store designed around the brand idea ‘Built to last’. The space emulates the harsh, rugged conditions worked in everyday — creating the perfect environment for seeing the brand hard at work.