Carhartt Work In Progress is the latest streetwear label to land in Soho.
Not a brand accustomed to sitting still, Carhartt Work In Progress has already had a pretty busy September. They hooked up with London radio station NTS Radio for a series of pastel based tees and dropping mainline men’s and women’s look books. Also, they opened a new store in Frankfurt, announcing yesterday a further collaboration, this time with Amsterdam’s Patta. And now their latest venture will be taking on the Soho.
They are 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 September 23, 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