Carhartt WIP Fall 2025 Campaign by Dan Regan

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.

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