Carhartt WIP’s Fall 2025 campaign offers a cinematic shift in perspective, while reaffirming its core tenets of heritage – the idea of functional clothing to be worked and lived in – and its symbiotic relationship with culture, spanning continents, scenes and genres.
Shot in Atlanta by Daniel Derro Regan, with art direction from Ben Dorado, a series of vignettes and images reflect ideas around labor and living, situated in a city that has become an epicenter of cultural production and influence over the past decade. Through documentary-style photography, the images seek beauty in everyday reality, while offering a visual ode to a city that has made its presence undeniable.
But scratch beyond the surface, and you will also find something more universal. A reality that can be found in Detroit or Berlin, Warsaw or Taipei — or anywhere else if you care to look hard enough. That reality is often defined by the moments in-between — doing nothing with a friend, a simple meal, a moment of calm before or after work. When nothing really happens, but the chaotic, unrelenting nature of modern life temporarily recedes. Those are the moments we learn to cherish, because this is what it means to live now.
@carharttwip
Contact
Federica De Carlo
fdecarlo@carhartt-wip.comAbout Carhartt Work In Progress
Carhartt Work In Progress (WIP) is a clothing brand that adapts and modifies the core products of the pioneering American workwear brand Carhartt to create its own collections. Established in 1994 by Edwin Faeh, the brand’s audience is just as likely to associate its iconic yellow C motif with late 90s hip hop videos or skate clips, as they are with factories or manual labor. This distinction is key in defining what Carhartt WIP does. Carhartt WIP engages with different cultural spheres: from Detroit and Berlin’s symbiotic techno scenes, to skateboarding and its communities that span Paris, New York, and Seoul, to the contemporary art world. The brand channels these influences, representing the culture which has formed around it. This can be seen and felt in its collections, its imagery, and its choice of partners and collaborators. Today, Carhartt WIP operates over 100 brick and mortar retail stores across Europe, Asia, and the US, as well as working with select wholesale clients.
Credits
Photographer: Dan Regan
Creative Director : Ben Dorado
Production : Mike Minahan @ Suffolk Downs Studios + Kevin Wall @ Apple Box Prod
DOP : Jeff Petermann
Styling: Brezhanè Townsend
Model: Ayanna, Aminah, Chelsea, Harmony, Akim, Gordon, Haleigh, Jaylin, Sheron, Kaiden…
Casting Director: Michele Mansoor
Location Manager : John Doe
Edit : Red Expanse
Soundtrack & Sound Design : Red Expanse