Carhartt WIP Set For Soho

The latest streetwear label to land in the neighbourhood.

Not a brand accustomed to sitting still, Carhartt Work In Progress has already had a pretty busy September, hooking up with the London station NTS Radio for a series of pastel based tees and dropping mainline men’s and women’s look books; opening a new store in Frankfurt, announcing yesterday a further collaboration, this time with Amsterdam’s Patta.

But activities later this week could well prove the cake as well as the cherry on top for London fans, as Carhartt WIP Soho opens its doors.

The latest streetwear label to make a move on the area – Palace is a few doors down, while Supreme and a number of names* are both within walking distance – the location makes a bunch of sense for those who value IRL transactions over internet buys.

Launching at 74 Brewer Street on the 23rd (read: Friday!), the brand has tapped design agency Counterfeit Studios to bring what they call ‘a practical, imposing retail design to the area’, an aesthetic that apparently will boast a marble cash desk and a neon light that outlines a map of the label’s birthplace, Detroit.

Get them wallets, Insta likes and emojis at the ready, folks. 

www.carhartt-wip.com

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