Carhartt WIP
Featured Carhartt WIP projects
This week's top Carhartt WIP projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Carhartt WIP · Brand Identity
The brand identity for Spazio Maiocchi, a cultural hub established through the collaborative efforts of Carhartt WIP and Slam Jam, manifests as a masterclass in editorial minimalism and geometric precision. Developed with graphic design oversight by Bureau Borsche, the visual system leans into a highly disciplined design language that prioritizes clarity and high-contrast impact. By utilizing a core palette of stark black, crisp white, and a signature vibrant orange, the project anchors its aesthetic in a bold, sans-serif typography that feels both industrial and refined. The identity seamlessly translates across various applications, from strictly controlled corporate vector graphics and invitation cards to the raw, textured environments of urban poster sites. Whether presented on digital collateral or weathered particle board surfaces in Milan, the work maintains a rigorous, symmetrical consistency. The project expertly utilizes typography as a structural element, creating a modern, professional framework that highlights information hierarchy while embracing the gritty, utilitarian backdrop of its physical space. Through this graphic approach, the brand identity effectively captures the duality of Spazio Maiocchi as both a professional corporate institution and a vibrant, evolving site for cultural intersection and exhibition-based programming, ensuring that every touchpoint reinforces a cohesive and recognizable identity within the contemporary streetwear and art landscape.
Project Carhartt WIP · Fall 2025 Ad Campaign
For the Fall 2025 ad campaign, Carhartt WIP leans into the authentic grit and lived-in charm that has defined its legacy in streetwear and fashion. Through the lens of photographer Dan Regan, the imagery embraces a raw, documentary-style aesthetic that captures the brand not as a static object, but as a staple of everyday life. Creative director Ben Dorado masterfully orchestrates a series of intimate scenes, moving from the industrial, moody geometry of locker rooms to the nostalgic, domestic warmth of suburban living rooms. The collection’s signature heavy-duty canvas jackets, raw denim, and quilted layers are presented through a lens of editorial minimalism, where the focus remains steadfastly on texture and human connection. With styling by Brezhanè Townsend, the campaign avoids the polished artifice of traditional fashion photography, opting instead for natural light and candid moments that make the workwear-inspired silhouettes feel grounded and accessible. By utilizing a live-action technique, the project bridges the gap between commercial appeal and documentary portraiture, highlighting the functional durability of the garments against an backdrop of everyday realism. Casting director Michele Mansoor rounds out the vision by selecting talent that brings a sense of quiet authenticity to the frame, ensuring the campaign feels like a genuine reflection of contemporary culture rather than a staged product showcase.
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