Live Now.
The beauty of the everyday takes centre stage in Carhartt WIP’s FW25 campaign: hanging out with a friend, sharing a simple meal, cycling through the city, or finding a quiet moment of calm before or after work. “What does it mean to live now?” is the question the brand poses.
Founded in 1994 by Edwin Faeh, Carhartt WIP was born from the idea of adapting and reimagining the core products of the pioneering American workwear brand Carhartt, creating collections that balance function with contemporary life — clothing to be worked in, and lived in. Since then, the label has developed a symbiotic relationship with culture, spanning continents, scenes and genres — a dynamic once again captured through the cinematic lens of this campaign.
Shot in Atlanta by Daniel Derro Regan, with art direction by Ben Dorado, the films and stills reflect on the interplay between labour and living, set against the backdrop of a city that has become an epicentre of cultural production and influence over the past decade — a visual ode to a place that has carved out an undeniable presence.
The collection revisits classics such as the OG Chore Coat, the Women’s OG Michigan Coat, and the Detroit Jacket — all crafted from heavy Dearborn cotton canvas and cut to the brand’s signature relaxed silhouette. Seasonal tones include Hamilton Brown, Olive, Tobacco, Graphite, black and dark navy, while the collection further explores workwear through robust fabrics like stone canvas, faded washes and considered garment dyeing.
Carhartt WIP opened its first London store in 1997 and now operates more than 80 brick-and-mortar locations worldwide. The FW25 collection is available now at www.carhartt-wip.com.
PHOTO CREDIT: Courtesy of Carhartt WIP.
