ACADEMIC|December 2022 2 weeks

Carhartt’s shift from workmen's apparel to streetwear fashion inspires a “Do-it-Yourself” (DIY) campaign. I was responsible for delivering trendy patchwork designs and illustrations that could be applied to iron patches, packaging, and a mock-up storefront display. This DIY approach aims to reach an audience beyond the traditional workman and highlight Carhartt’s evolution into streetwear, while keeping some of its original identity.

When I started this project, I considered Carharrt’s relationship with street fashion and the growing trend of wearing workwear more casually. Carhartt already acknowledges its popularity within an urban environment with its higher fashion, Work in Progress (WIP) line. I had to think about how I could differentiate my campaign from the work Carhartt has already been doing with their WIP line. After doing more research on other design trends, I came up with the idea for the “do-it-yourself” campaign, where individuals can customize their Carhartt apparel with bold graphic patches.