Carhartt WIP‘s Fall 2025 campaign offers a cinematic shift in perspective while reaffirming its core heritage principles: the idea of functional clothing made to be worked and lived in, and its symbiotic relationship with culture, spanning continents, scenes, and genres.
Photographed in Atlanta by Daniel Derro Regan, with art direction by Ben Dorado, a series of vignettes and images reflect ideas around work and everyday life, set in a city that, over the past decade, has become an epicenter of cultural production and global influence. Through documentary-style photography, the images seek beauty in everyday reality, offering a visual ode to a city whose presence is already undeniable. However, if you scratch a little beneath the surface, you also discover something more universal.
A reality that can be found in Detroit, Berlin, Warsaw, Taipei, or even anywhere else, if you look closely 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. Moments when nothing much is happening, but when the chaos and relentless nature of modern life pause for a moment. These are the moments we learn to cherish, because that’s what it means to live today.
Carhartt WIP reimagines the ‘Leather Game’ with its synthetic Detroit Jacket.
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