Brand Guide | Aphrodite


Brand Guide


What is Moncler Genius?

Moncler Genius is the brand’s latest venture into the fashion world. Displaying non conformity to the typical rules and barriers of the industry, Moncler have decided to take what can only be described as a ‘genius’ new approach to fashion and design. Learn all about the new sub-brand in our Moncler Genius Brand Guide below. 

What is Moncler Genius?

Remo Ruffini conceived Moncler Genius as a hub of creativity in which a variety of exceptional designers can portray their creative individuality in unison. The company uses the classic Moncler down jacket as a blank canvas, to be used and molded into the artists vision, while also offering bold approaches to other items of clothing within the same collections. Ditching the bi annual collection release that is commonplace for fashion houses, Moncler’s Genius project instead opts for a monthly launch of products, creating a bond with the consumer through the artistic expression of talented designers.


What do Moncler Genius’ Numbers mean?

moncler-genius-buildingTo visually aid the consumer with their understanding of Genius, Moncler presents their sub-brand as a building that is comprised of eight separate cells. Here each cell is numbered, numbers do not create a hierarchy but instead offer a different approach to fashion, a unique outlet of design.Each cell creates the beating heart of Moncler genius.

Each number possesses a different artistic expression, a different meaning and most importantly, a different uniquely talented designer spearheading their approach into a distinct creative outlook.

  • 1 – is for pure essence
  • 2 – is for pop trademark
  • 3 – is for playful flair
  • 4 – is for pragmatic femininity
  • 5 – is for dress as habitat
  • 6 – is for wearable geometry
  • 7 – is for subcultural subtleness
  • 8 – is for going viral

Every cell is interchangeable, with Moncler Genius interacting with different designers over the course of the seasons, two of the mainstays however, seem to be 2 Moncler 1952, and 3 Moncler Grenoble.


2 Moncler 1952

 Moncler 1952 takes the brands classic pieces and remimagines them with saturated pop colours and contrasting large logos. An homage to the brand and its significant history, Moncler 1952 offers a fusion of creativity and technical research.


3 Moncler Grenoble

Offering a playful approach to their garments with an array of textures, prints and fabrics Moncler Grenoble assumes a technical quality with a peculiar sophistication.

moncler grenoble jacket in blue


Moncler Genius offers pieces like no other, garments that can be seen as wearable works of art, where form and function combine. Definitely a brand worth buying into, Moncler Genius is available to shop online and instore at Aphrodite Clothing.



Snow Peak Brand Guide

Outdoor experts Snow Peak are known worldwide for their superlative camping gear and accessories. And while the Japanese outfit now offer a wide range of specialist gear, they originally came from humble beginnings.


Who Founded Snow Peak?

Snow Peak was founded in the shadow of Mt. Tanigawa, where a young Japanese man, Yukio Yamai, repeatedly challenged himself to climb the dangerous and rocky terrain it offered. Yamai grew discontent with the climbing gear that he possessed and so he set off to make his own equipment, creating the brand that would soon become Snow Peak. With an array of expertise and the fine craftsman of Tsubame-Sanjo at his expense, he began to remake and remaster camping and climbing gear into the fine pieces of gear that Snow Peak sell today.


Why is Snow Peak so successful?

Snow Peak’s success can be directly attributed to the brand’s ability to create functional, durable and high quality pieces. Utilising the finest materials such as titanium and aluminium, and combining that with the quality and care of local Japanese workers, Snow Peaks gear leads the industry by some distance when it comes to premium outdoor accessories and apparel.


Snow Peak Accessories

If your in need of some good ol’ camping gear, you’re in need of Snow Peak! The brand offer everything you could possibly need on your outdoor ventures, from their ‘Takibi Solo’ fire stove, Fireproof Mittens and Tongs, to the Foldable camping Chair, flasks and bottles. With an array of their well-made, lightweight quality pieces, you’ll truly be set for whatever mother nature throws at you.


Snow Peak Clothing

Snow Peak as a brand originally focused their attention on producing outdoor gear and accessories, it was only in 2014 when the founder’s granddaughter suggested starting an apparel line that the brand step into the world of clothing. Correlating with the company ethos, their initial clothing range focused on pure quality, with versatility, functionality and durability at the core of each garment that they made. A wide range of pieces are available, ranging from waterproof jackets and breathable tees, to rugged trousers and warming hats.


Aphrodite’s curation of Snow Peak currently offers some of the finest pieces of outdoor gear, with clothing arriving very soon!

Veja Trainers in boxes

VEJA Trainers Brand Guide

Founded in 2004 by  Sébastien Kopp and François-Ghislain Morillion, French brand VEJA offer a unique and sutainability-concious approach to footwear. 

The Creation of Veja

Who made VEJA?

Veja started when Sébastien Kopp and François-Ghislain Morillion wanted to reinvent a product, they decided that the most symbolic object of their generation was the simple trainer and so they set out to deconstruct it and recreate it in a completely different way, the right way.

Veja Campo and Esplar Trainers

Both Sébastien and François were amazed by the way that other brands produced their own trainers, pushing 70% of their financial backing to marketing and outreach, and only 30% to the raw materials and trade routes used. In their eyes this was wrong;  As their company started 100% of their funding went towards the quality materials, and the people who farmed them. This was their idea of economic justice.

The founders identified Brazil as a country that produced all of the raw materials that they would need to create its trainers, and laws that protects their workers. They personally set off, exploring the production methods, and finding the best materials that offer both physical and economic sustainability. To Veja there are five steps, five locations that allow the company to thrive.

  • Brazilian Serengeti – This is where they found their Amazonian Rubber, the organically sourced material makes up the sole of over 40% of Veja’s trainers.
  • Nordeste – Here they found farmers who produced cotton in a agro-ecological way, without pesticides and without fertilizers. To secure a partnership with the farmers, and to keep aligned with their fair trade views, Sébastien and François paid double the market value of the cotton that was made.
  • Sao Paulo – Veja wanted to create a more sustainable alternative their cotton that they could use in their trainers if it was needed. This led to the creation of ‘B Mesh’. B Mesh is a thin fibre, produced by crushing up plastic bottles and spinning them out into a weavable thread. This can make a breathable and durable trainer with no negative ecological impact.
  • Porto Alegre Sneaker Factory – Here Veja relies on local workers to craft their trainers, they selected the district due to its strong social rights where workers work reasonable hours and get paid more than a living wage.
  • Bonneuil-Sur Marne – In the founders’ home country Veja needed a logistical hub. They partnered with a  social reintegration organisation that employs vulnerable people to organise the distribution of their products all over the globe.

These five places are at the heart of everything that Veja do, offering sustainability, equality, fair working conditions, ecological production and more. The brands ethos is sustainability, Veja which literally translates to ‘look’ in Portuguese, encourages its consumers to look behind their products, how they were made, what with, and how those who made them are treated. This is the brands effort to reinforce the economic justice they so strongly believe in.


 Veja Esplar Trainers in Shoebox


Veja Styles

Because of their story and effortless style, all of Veja’s trainers are absolutely quality. With that being said, if we had to pick we could narrow it own to about three silhouettes. The veja campo, Veja rio branco and Veja Esplar.

Veja Campo

An essential trainer destined for your footwear collection. The Campo model offers a flawlessly elegant silhouette.

Veja campo trainers

A ‘Chrome Free’ leather upper houses Veja’s playful ‘V’ logo. Accents to the heel and gold foil ‘Veja’ branding adds character to the shoe. While a cushioned lining provides pure comfort, a luxury often overlooked when it comes to leather trainers. An amazonian rubber sole houses the premium upper and provides a well suited, subtle contrast in the trainer’s colour scheme.

‘Chrome Free’ leather constructs the shoe’s upper: with its provenance in Brazilian cattle farms, the smooth and light material is produced using a unique and innovative tanning process. The removal of chrome, heavy metals and dangerous acids in its creation leads to reduced waste, chemicals and energy usage. Water is saved during the process too with a 40% reduction in the amounts used.

Rubber and rice waste make up the ‘V’ Veja branding and organic cotton fabricates the trainer’s laces, while the insole provides comfort through a combination of materials such as amazonian rubber, recycled E.V.A, organic cotton and sugar cane. Recycled polyester adds soft padding to the insole and the outsole is made up of a blend of Amazonian rubber, recycled rubber and rice waste.

Made in Brazil, Veja keeps sustainability at the forefront of their mind when producing quality footwear. This Veja Campo Chrome Free Leather trainer offers a basic style made with luxurious, recycled and sustainable materials that can elevate any outfit and fit easily into a capsule wardrobe.

Veja Rio Branco

Retro inspired, the Veja Rio Branco follows the archival traits of some of the best running trainers of the 80s and reproduces them in a clean, sustainable silhouette.

Veja Rio Branco Trainers

The trainers upper is crafted using the brands ‘Alveomesh’, a fine fabric made from recycled polyester that is lightweight and offers breathability to its wearer. Suede overlays help to break up the visuals. crafted from ethically treated bovine leather, the suede undergoes a natural coating process in which it is treated with natural oils to enhance its light water resistant qualities. A branded heel tab offers a further contrast while Veja’s joyful ‘V’ logo is emblazoned on the trainers side panelling.

To the bottom of the shoe, a combination of sugar cane, rice waste and Amazonian rubber construct the sole. With a spongy midsole, everyday impacts are absorbed guaranteeing everyday comfort, while the rubber outsole provides traction on the most slippy of surfaces.

An ideal trainer to rock all year round, the Rio Branco offers comfort, style and versatility.

Veja Esplar

Contemporary minimalism at its finest. The Veja Esplar displays many similarities to the brand’s Campo model, all while offering a slimmer silhouette with a more sleek body.

Veja Esplar Trainer in White

The bovine leather upper is imported from Uruguayan farms, a country notorious for quality leather production and it rich culture of animal husbandry. The leather is then tanned in Brazil where it is attached to the sole in the Porto Algere Trainer factory. A suede heel tab is crafted from the underside of bovine leather, it’s brushed to increase flexibility and softness before being treated with a PFC free oil to add a water resistant coating.
The Esplar sole is made using a combination of  ethically sourced Amazonian rubber , rice waste and recycled rubber. Offering not only comfort but knowledge that your product was made in an environmentally friendly way. Veja branding is present to both the tongue and heel while the brands ‘V’ logo appears on the trainers side panelling.

A perfect pair of trainers offering an amazing amount of versatility, dress them up with chinos or opt for your favourite denim to create a more casual look.

How to Style Veja Trainers?

Whether you need a bit of styling inspiration, or you just want to have a closer look at the brands offering, our in-house team have put together a short video showing the pure versatility and style that Veja offers. Check it out below.


Adidas Terrex: Aphrodite’s Latest Arrival

A closer look at Adidas Terrex.

Getting wardrobe ready for an outdoor expedition is no easy feat. But, thanks to Adidas, you can now explore nature in confidence with their expertly crafted outdoor range.

Dubbed ‘Adidas Terrex’, the German brand aim to create finely tuned outdoor pieces that enable its wearer to battle the elements with ease. The sub-brands range includes a whole host of top-notch gear, from softshell jackets to keep you warm in the windiest of conditions, to Gore-Tex hiking trainer/boot hybrids that will allow you to handle any rough (and wet) terrain. Adidas’s incredible sportswear knowledge, combined with a need for specialised outdoor apparel, has led to their pieces being infused with incredible high-performance materials and ergonomic silhouettes that work with and enable your body to reach further and push harder.


Here in the Aphrodite office, our favourite piece from the range is the Adidas Terrex Free Hiker: a hiking trainer/boot combo that offers full waterproofing thanks to innovative Gore-Tex technology. It features an ultra boost midsole for ultimate comfort, alongside durable mudguards and a functional heel strap to keep your feet sturdy.



You got footwear covered but  still looking for a bit of outerwear to keep you warm? Check out the Adidas Terrex softshell jacket. Built with water resistant and windproof properties, this piece is lightweight and allows you to combat the harshest of conditions. Crafted with a warming fleece material to the inside, you’ll be feeling warm and toasty no matter the expedition.


You can shop the Adidas Terrex range online and in store at Aphrodite. And if you want to mix up your brands on an outdoor expedition, why not have a look at some key pieces from Norse Projects or Patagonia that we currently have in stock.




New Balance 327 Size guide – Do they run TTS?

The New Balance 327 is a trainer that has seen a rapid rise in popularity over the last couple of years. Its unique style and chunky sole has made this model a must-cop silhouette. Want to find out more about it? Well Aphrodite have you covered, read our pit stop tour of the New Balance 327 below!



What Is the New Balance 327?

The New Balance 327 is a trainer silhouette that was created through the fusion of some of New Balance’s top models. Traits of the 320, 355 and the Supercomp can all be found within the creative process that led to the 327 being created. The sleek running trainer’s silhouette notable possess large “N” New Balance branding to the side panels, alongside a chunky midsole that houses the shoes unique outsole. The outsole is extremely distinctive, it travels along the bottom of the shoe and halfway up the heel, before coming to an end in a triangular shape. All in all, the shoe offers a casual, sporty look and is extremely versatile, pairing well with jeans, chinos, cargos, joggers and more.

How does the New Balance 327 fit? Does the New Balance 327 run TTS?

Typically, the New Balance 327 does run TTS. However the shaping of the shoe means that it is slightly narrower in the midsole area so if you want a more relaxed and comfortable fit, try going half a size up. When the shoe is on foot, it feels lightweight and breathable, while offering an abundance of comfort.


Is the New Balance 327 popular?

The New Balance 327 has become one of the brands bestselling shoes since its release in 2020. This is most likely due to the shoes on trend, yet unique silhouette, alongside the unparalleled comfort it offers.

Are the New Balance 327 running shoes?

Yes the New Balance 327 are designed to be used as running shoes. Taking inspiration from running trainers in the 70’s, these heritage inspired trainers offer a lightweight, comfortable shoe for the track. Used by many members of the Aphrodite team for running, we can wholeheartedly endorse the 327’s for anything from a light stroll to a full on sprint.


Shop the New Balance 327 in a multitude of colours online and in-store at Aphrodite Clothing.


A Cold Wall* Brand Guide


Aphrodite are pleased to announce A Cold Wall to our designer collection

Aphrodite prides itself in having brands from all around the world on our roster from Italy’s ‘Stone Island’ to Japanese brand ‘Taion’ but we also like to support brands closer to home. This is why we’re welcoming ‘A Cold Wall*’ as a fresh addition to our designer collection. Established in 2015 by Samuel Ross (Virgil Abloh’s former assistant) in London, the imaginative streetwear brand initially launched as a menswear brand, however also ventured to the womenswear scene in 2018.


Check out the New ‘A Cold Wall*’ Collection here 

Taking inspiration from his childhood in Brixton, the brand seeks to capture the art of modern luxury menswear with the force behind the brand being the essence of class, community, globalisation and modernity. As part of the design process of their garments, A Cold Wall* encourages the principle of sustainability by steering clear of the overproduction and overconsumption of clothing that is apparent today by taking extra precautions of a garment’s composition, allowing for products to be long lasting and timeless.


Check out the New ‘A Cold Wall*’ Collection here 

Which is a reflection in their audience who is described as a ‘knowledgeable and loyal, returning consumer’. The sought-after brand is a hit with the major brands dominating the fashion industry, Crafting technical and experimental pieces with exquisitely unique techniques. And with collaborations with Nike, which resulted in the creation of the Nike Zoom Vomero +5 sneakers being released, the designer already has masses of success under his belt. It is no wonder they’re a fast-growing brand that is bound to take their success up a level soon.


Stay tuned to see the upcoming pieces from ‘A Cold Wall*’ here at

Introducing Evisu: The New Denim Arrivals

Introducing Evisu… 

Being the first Japanese denim brand to sell to Americans, Evisu had to convince an audience that did not look further than their own country at the time, that the future of high-end denim passed from Japan. Evisu dates back to when Hidehiko Yamane launched the brand as ‘Evis’, although he meant no harm, denim competitor Levis thought Yamane was copying his brand name, which led to Evisu being created. Evisu is acquired from Ebisu, which Shinoist deity of Japan, standing for luck and prosperity.

Evisu t-shirt

Evisu is a Japanese brand that is best known for making high-quality selvedge denim that was founded in 1991 in Osaka Japan by Hidehiko Yamane and is named after the Japanese God of prosperity Ebisu, who is the happy chap that can be seen on the Godhead leather patch. Starting out by only making up to 14 pairs of jeans a day, the manufacture of Evisu jeans has been said to be more of a labour of love where quality can never be compromised. It is this quality and attention to detail that has earned Evisu critical acclaim as one of the best makers of denim goods in the world.

Yamane was strictly against the use of disposing of the clothes which is why he decided to import vintage denim and give them a new life. Although this wasn’t good enough for the precise designer, he decided that he would go back in time and produce denim the traditional way. He would make only 14 pairs of jeans a day and finalise them with the iconic Seagull logo which was hand-painted by Yamane, returning all luxury craftsmanship of the product. Yamane made sure that every denim piece was individually made with the same amount of thought and time put into them, which is why he made so little amount. The designer previously worked as a traditional tailor, however he disagreed with how thin mass-produced jeans were being made which is why he wanted to make a denim brand where the denim was as strong as the vintage pieces he owned himself.

Evisu Jean Close Up


The Popularity Remains…     

As a rise of baggy denim and patchwork pieces in the 2000s, Evisu saw these times as possibly a peak for the brand, it meant that they could show off their creativity through their denim by repeating the logo throughout some of their silhouettes, and like today, everyone was after a pair of Evisu jeans. As we know, fashion repeats and so does Evisu’s classic silhouettes so it is no surprise that their denim sees a rise in popularity once again.

Evisu Tee Close Up


The Production Process… 

Raw denim is the starting point for every pair of jeans or other products, it adds a stiff and durable character while adding starch during the weaving process increases the durability of the final product. Followed by a technique called counter-twisting which prevents industrial twisting, denim treatment is applied and to complete, burning off scattered cotton fires adds a smooth finish to Evisu’s denim. Each Evisu denim product has been indigo dyed by vintage loop dying machines that pumped a cotton yarn through a royal blue dye, where after it would be kept in the roof of the Evisu factory to allow the colour to oxidise.

How they achieve this quality and authenticity in their jeans is by using only selvage 12.2oz to 13.5oz weights of denim which is made in the traditional vintage way using original shuttle looms, which produces a looser weave and rougher texture making for a solid denim. The unmistakable indigo colour is achieved by loop dying the yarns up to 30 times and will change over time in the unique way as the owner wears and washes their Evisu’s. As well as the quality, the attention to detail is quite literally in every inch of Evisu jeans, starting with the 9 different threads that may be used on certain parts of the jeans as a nod to how classic workwear was made.

Evisu Double Denim Outfit

he Godhead patches made from leather, poplin and cotton all depict Ebisu the God of prosperity and feature Kanji script which refers to the quality roots of Evisu. The back pockets also feature a lining at the bottom so any objects in them will not protrude or damage the pocket and as a finish with a flurry each Evisu Seagull logo is hand-painted onto each back pocket making for slight differences with each pair of Evisu jeans.


Celebrity Sightings… 

It is no surprise that celebs also wanted to hop onto one of the best denim brands out there, Beyoncé was seen wearing one of the brands most iconic denim silhouettes in Destiny’s Child ‘Lose My Breath’ music video, while Jay Z also mentioned in one of his songs, ‘his ain’t Diesel… These is Evisu’. Evisu has become its own aesthetic during these times and was represented as a ‘luxury’ product. These American-style jeans have been purchased by the likes of David Beckham along with many rappers and DJs, people seeing these figures wearing Evisu meant that the brand was able to convince many outside of the denim community that the future of high-end denim was in Japan.

Evisu Tee Close Up 2


However, Evisu offers more than just their classic denim jean silhouettes like the Evisu Yellow Seagull Print Jeans or the Evisu White Seagull Print Jeans, classic monochrome Daruma T-Shirts in White and Black also hit the shelves of Aphrodite. With a bold Daruma Doll pattern to the front reading the brand name, these instantly recognisable pieces can be easily paired with any Evisu denim for a classic all-Evisu look. Or the Evisu Seagull Denim jacket sees the perfect outerwear piece for the spring weather ahead, layer over a hoodie or a t-shirt for a casual outfit to suit any occasion. Arriving in a trucker fit, this timeless style is one to grab if you’re after a versatile jacket to throw on.

When Yamane first started to paint the seagull arcuate, he said he started it as a joke and he had no idea that anyone would actually buy them. From something that went from a joke to being something that the designer spend his whole days putting time and effort into one pair, this shows his love and dedication to his brand but also denim.

Shop the Evisu new arrivals online and in-store now.

Parajumpers Brand Guide

Parajumpers : Brand Guide

An Italian designer, the Alaskan 210th Rescue Squadron and designing clothes to help save lives. The true story behind the fashion brand Parajumpers … 

Brand recon  

After an inspired chance meeting with a member of the Alaskan 210th Rescue Squadron designer, Massimo Rossetti founded Parajumpers in 2006. The Parajumpers rescue squadron is among the best trained and equipped units in the US Army. Preparing, planning and carrying out rescues in the wildest and most remote corners of the planet. The brave men and women of the 210th rescue Squadron are the definition of courage, using their skills and knowledge to save lives.  The entire brand was inspired by the rescue squadron with the brand also sharing their motto of “These Things We Do, That Others May Live.”

Brand Identity 

Inspired by Parajumpers, to be worn by Parajumpers.  Massimo Rossetti’s challenge was to design clothes that not only look great and unique but more importantly are functional to the Parajumpers. One of Rossetti’s first pieces was a jacket based around a fireman’s uniform, which included a pocket large enough to hold a helmet inside. This theme continues throughout the development of the Parajumpers with oversized cargo pockets and the large removable metal hooks found on most Parajumpers jackets. Parajumper’s unique idea of making the practical items on the clothes their main design feature is the key. The story behind Parajumpers and what / who they stand for,  is the authenticity that makes the brand unique and so popular.  

Parajumpers Rhino Jacket

Parajumpers Rhino Jacket, Magnet Grey – £415

What Parajumpers offers  

PJ’s jackets boast detailing and features inspired by Rossetti’s research into functional uniforms throughout the range. Their pieces are designed to withstand even the harshest conditions and look good while doing it. Features like detachable down linings, real fur trims and taped seams all add up to the ultimate year-round pieces. The signature heavyweight metal snap-hook hardware and PJS logo patch add the perfect finishing touches to your purchase. The newest additions to the range include gilets, caps and polo shirts, which are all available at Aphrodite.    

Parajumper’s Gobi jacket is the most well-known piece by the North American label, seen here worn by Hollywood Superstar Bradley Cooper 

Celebrities wearing Parajumpers clothing; sported by Hailey Bieber, Bradley Cooper & Jennifer Garner.

The design is based on the original jacket that first caught Rossetti’s eye. Boasting a removable down-filled liner and coyote fur ruff, the Gobi jacket is designed for all-year-round wear. Letting the wearer choose how much insulation they want. While multiple snap stud pockets, a large cargo pocket with concealed map pouch, yellow elastic straps, and carabiner collar clip are unique to Parajumper. Making the jackets both stylish and functional. 

Parajumpers Gobi Jacket

Parajumpers Gobi Jacket, Black – £415

Parajumpers have gone from strength to strength since its founding in 2006. The brands’ clear identity of designing functional yet fashionable clothes, while staying true to the brand’s original inspiration, the Alaskan 210th Rescue Squadron is the reason behind its organic growth.   

We are privileged to introduce Parajumpers to our range of the world’s finest menswear brands. Find our growing collection in-store and online today. 

Carhartt Lookbook Images

Carhartt Brand Guide : History, Sizing & Carhartt WIP Lookbook

How Carhartt began

Detroit in the early 1890’s; a rough and ready breeding ground for some of America’s most infamous hard-working laborers. At a time of huge change, Detroit was one of the leading cities that would help to shape a modern America. With Ellis Island opening as the main access point for immigrants arriving stateside, the American dream of becoming something from nothing was coming under threat from the masses of overseas workers arriving through New York – but Detroit continued to be the proving ground for some of developing America’s most entrepreneurial minds. One man in particular embodied this notion of the evolution of the average American. In 1898, a young Hamilton Carhartt set about creating change in his own life – not knowing at the time that the success of his products would create a family legacy that would stand for well over 100 years.

The Carhartt workwear revolution

Hamilton Carhartt’s self-titled brand was a result of impeccable timing. Crafting overalls that were made from canvas and denim, the Carhartt brand supplied the workers who were advancing America’s hold on modern living with garments that were outlasting any of the competition. From railroad workers to military uniforms, the durability of Carhartt clothing was kept on a pedestal, as the brand strove to deliver “Honest value for an honest dollar” to everyone who chose to wear Carhartt products.

The Carhartt brand battled through world wars, recessions, and the unstoppable shift of production travelling abroad, but always remained a true institution of American tradition in quality, honesty and hard work.

Carhartt Beanies

Carhartt drops on the continent

In 1994, Carhartt began to travel over the Atlantic and land on mainland Europe, with the help of distribution from Carhartt WIP (Work in Progress) – a new extension of the classic label that would help give Carhartt’s sought after quality Carhartt workwear an avant-garde street-level feel that would suit any casual wardrobe. By bringing over a selection of products that perfectly embodied the illustrious reputation of Carhartt over the far side of the pond, Carhartt WIP quickly developed a European fan base, involving people who held an affinity with iconic American work wear and heritage, to anyone involved with the urban sportswear culture that was sweeping Europe at the time. The success of the first few Carhartt products to hit Europe was palpable. Handfuls of their products had arrived prior to Carhartt WIP even touching European soil, and as a result, the continent had pockets of Carhartt fanatics waiting in the wings to snap up anything the brand could offer. However, it wasn’t just the diehard Carhartt fans that found themselves yearning for a piece of the brand sought-after workwear. The label soon became a buzzword amongst creatives and artists from some of the continent’s cultural capitals, who adored Carhartt for its straightforward approach; along with its and feel of originality that let them express their own sense of imaginative authenticity.

Carhartt Softwear T-Shirt

Developing the European Carhartt lookbook

The success of its launch was supported in 1997, when Carhartt WIP released the first range that was made entirely for the European market. With everything being run through the brands headquarters in Michigan before it hit the production lines, Carhartt WIP reimagined the classic Carhartt look and purpose, with an intimate collection that took timeless workwear cuts and gave them a new lease of life, adjusting the fit to match a modern lifestyle, without altering anything that made the garments the icons they are today. Again, the success was huge. A modern cut blended with historic styling pinned Carhartt as a go-to brand for an instant hit of on trend style- whilst stateside, the brand remained as faithful as ever to the great American workers who wore Carhartt when plying their craft. Never faltering, never changing, Carhartt had successfully outfitted both the old guard fans, and the new stylish kids that were emerging from the modern culture that surrounded city life.

Carhartt WIP Logo T-Shirts

How the Carhartt WIP lookbook grew

This culture is something that Carhartt WIP has firmly backed, involving themselves in everything from the European skate and BMX scene, to emerging musicians and artists. Using the honest approach that the label has always held true since its very first pair of overalls left the sewing machine, Carhartt WIP has given straightforward engagement to issues that surround anything that represents urban recreation. With Carhartt WIP developing their own appeal away from their classic Carhartt workwear roots, they have still managed to keep the brand’s philosophy of good quality, honest clothing, despite not creating them for the same rigours that they would have once experienced. From the core range of Carhartt Jackets to the essential Carhartt trousers and easy-to-wear Carhartt t-shirts, superb craftsmanship remains consistent. With modern cuts, sleek finishes and iconic looks, Carhartt WIP has single-handedly delivered one of the world’s most industrious labels from the railroads of 1889 to the 21st-century streets.

Shop our full Carhartt clothing range online now.