Carhartt WIP
Carhartt WIP is at home in several cultures at once: techno between Detroit and Berlin, skateboarding from New York to Paris to Seoul, the contemporary art world. That fluency shows in the collections and in the collaborations, which are always exactly right. Carhartt WIP’s digital experiences were held to a lower standard and didn’t carry the brand in the same way.
When Carhartt WIP decided to change that, it wasn’t just looking for a relaunch but for a partner who could translate the brand to digital across every channel it operates, and who knew the brand well enough not to need a manual.
We started with a design system and a visual language, then ran them through everything: a new app, the B2C shop, the B2B platform, all built for internal ownership. Our designers and frontend developers work embedded with Carhartt WIP's own engineering team.
The app came first, built new. Instead of a conventional homepage, it opens on one story or drop at a time, with a deliberately short path from story to checkout. It converts well above what mono brand apps typically manage.
Then the B2C relaunch, designed by us and built with Carhartt WIP's internal engineers. Then the B2B shop with its wholesale logic, a newsroom, and a marketing platform for retail partners.
UX & Ul Design, Digital Strategy, App Design System, Product Management