RESEARCH ON CARHARTT

for content of SCAN magazine

carhartt TV Commercial 2017 "The Carhartt Way of Life"

• "A hardworking lifstyle, regardless of the weather"

--> as intro for the brand

--> second page, after the cover page

CARHARTT BRAND

• American workwear brand
• 1996, established Carhartt WIP 
• Extended market to the Europeans countries as a workwear brand
• Famous for the Chore Jacket 

• skaters brand 
• Collaboration with brands that have to do nothing with clothing
• High quality workwear based clothings that are suitable to wear under all weathers

1. Carhartt x AIAIAI :TMA-1 headphones

• £174.99 
• Colour: blacksmith/ cypress 

2. Carhartt x Vestax: Handy Trax 

• FW Collection 2009
• A portable record player for all-round use 

3. Carhartt WIP x Bialetti Moka Express

• aluminium construction
• 260ml (four cup) volume 

CARHARTT PRODUCTS

• they have products of all colours and patterns
• mostly bright and sharp colours for most new products
• could use bright colours like yellow blue red green for bg
• not only clothings, but collaboration with brands to sell non-clothing products like headphones, moka express and vinyl player etc

PAST CARHARTT CAMPAIGNS

--> what style were they approaching?

• 2015 campaign 
• With an artsy approach
• Used different brush textures, pen marks and ink marks for background
• The ink marks could be interpreted as carhartt products being used as workwears. As workers may be working with wall paints, the ink can be seen as the paints that the workers use. The pen and brush textures and marks are reflects the contemporary elements the brand used in their new products. As the new products incorporated streetwear and contemporary fashion with workwear elements, the textures in the background were used to reflect the concept of their products. 
• This is a very important point in introducing the brand as Carhartt WIP is a mix of workwear and streetwear. 

--> workwear x streetwear

COLLABORATIONS

1. Stüssy Carhartt WIP x DSM Jacket

• inspired by the classic Stussy Tommy Boy Carhartt 
• Made from: washed organic cotton, featuring a corduroy collar, zipper sleeve detail, ball zipper pulls, contrast stitching and DSM Stussy embroidery
• 100 limited pieces 
• Released on 18Jan

classic Stussy Tommy Boy Carhartt 

2. Converse x Carhartt WIP One Star

• Colours: herbal/ black/ white
• Style: 162821C
• robust fabrics with utilitarian hardware detailing 

What do people relate with streetwear?
- hiphop culture
- graffiti

graffiti-clad aesthetic that is championed by skateboarders.

- skateboards

WIP MAGAZINE

--> use of colours

--> layouts (how they place text and images)

--> use of typography

• smart use of the grid system for paragraphs allignments
• Simple layouts with pages only contain images 
• Loading text in a page
• Images lay in the corner of the page
• Intrusion of images in a paragraph 
• Headings on top corner, text aligned to the bottom
• Wise use of white and black space --> make the whole layout look modern snd clean

• Extends text from left page to right