Awake NY and Carhartt WIP join forces to design a collection of apparel that draws elements from both of the contributing brands. The capsule brings forth the utilitarian design language of Carhartt WIP and the streetwear sensibilities true to Awake NY. The collection draws inspiration from vintage hunting gear, which can be showcased through pieces including the Michigan Coat which boasts some reworked detailing.
There are contrasting pockets and panels throughout the entire piece with co-branding accents embroidered on the back. The duo also recreates the American Script sweaters by Carhartt WIP. It is complete in three contrasting tonal iterations with stitching detailing -- this includes bright blue with orange stitching, black with purple stitching, or brown with blue stitching.
Image Credit: Awake NY
Awake NY and Carhartt WIP Join Forces on a Heavy-Duty Capsule
1. Vintage-inspired Streetwear - Disruptive innovation opportunity: Create a brand that combines vintage aesthetics with streetwear sensibilities to appeal to nostalgic fashion enthusiasts.
2. Utilitarian Design Language - Disruptive innovation opportunity: Develop a line of apparel that incorporates utilitarian design elements for a practical yet stylish fashion statement.
3. Reworked Vintage Hunting Gear - Disruptive innovation opportunity: Design a collection that takes classic hunting gear and reworks it with modern elements, appealing to both outdoor enthusiasts and fashion-forward individuals.
1. Fashion Apparel - Disruptive innovation opportunity: Introduce innovative fashion apparel that merges different design languages and target a niche market.
2. Streetwear - Disruptive innovation opportunity: Create a streetwear brand that combines elements from various subcultures, appealing to a diverse and style-conscious audience.
3. Outdoor Gear - Disruptive innovation opportunity: Develop a line of outdoor gear that blends utilitarian functionality with contemporary fashion, catering to both adventurers and fashion enthusiasts.