Video by Jonathan Lees.
Complex hit the streets to check out the new store from Carhartt's Work In Progress line. Work In Progress started off in Europe and was so successful that it's made the jump across the pond. Their first store just opened in SoHo. We chat with store manager Benjamin Baptiste about what sets this store apart from Carhartt's other offerings.
"It's a more youth-oriented brand, with higher quality materials, and far more fit options," he said. In addition, a lot of the domestic line is more raw and requires tons of wear to break in. The WIP line offers multiple options for gear — whether it's rigid as hell or soft to the tough.
The refurbished space is meant to evoke a feel of a SoHo boutique, and Baptiste plans to debut new stuff every week. In addition there are upcoming collaborations with brands like Uniform Experiment, and a store-exclusive fragment collaboration designed by Hiroshi Fujiwara.
Don't get it twisted though, the limited-edition stuff is not the backbone of the WIP collection, as Baptiste is quick to point out. "We're not trying to open a store that's based so much on hype as the quality of the product we're selling. We stand by the stuff and the goods, and I don't think that a gimmick is necessary."