Carhartt WIP

From skaters to musicians, rappers to graffiti artists, that “C” of Carhartt has been subtly omnipresent subcultural signifier over the past three decades. This humble workwear label become a hallmark of the niche, the subversive, the unusual and the exciting. Carhartt WIP (Work In Progress) started in 1989, with a small-time licensing agreement between Work In Progress, founded by Edwin Faeh, and Carhartt USA, the historic workers’ brand born in Dearborn, Michigan. Based in Europe, Carhartt WIP has been aligning its Michigan-based parent company with the current cultural zeitgeist.


Turbulence oversaw the launch of a new CARHARTT WIP store in Brussels. We curated the guest list from our coveted database of upscale media and top-notch influencers to ensure an optimal balance of high-quality editorial coverage that would do justice to the brand’s image. Turbulence took care of the PR strategy and campaign, from editorial campaigns to creative collaborations. We set up ambassadorships and content collaborations with opinion leaders and tastemakers to amplify awareness of the new CARHARTT WIP store.