For this Fall/Winter 2022 Carhartt WIP has packaged a new campaign that focuses everything on the brand’s roots: music and skateboarding.
Shot by Belgian photographer and filmmaker living and working in Bruxelles Jorre Janssens and directed by Nicolas Poillot, this new campaign consists of a series of images that deviate from previous ones and includes both striking black-and-white portraits shot in the studio and more abstract, color-characterized shots.
The cast, too, reflects Carhartt WIP’s desire to focus on the brand’s DNA: featured in fact are Flohio, the Nigerian-born but South London-based rapper who previously collaborated with the brand in 2017; Tweaks, an artist known for his experimental and esoteric sounds, who was part of NTS WIP’s 2021 development program; and Lord Apex, another London-based artist and longtime Carhartt WIP collaborator, known for his forays into the world of British hip hop and lo-fi.
To recall the other cornerstone the brand focused on for the FW22 campaign, we find some of the faces of the Carhartt WIP skate team from Spain, France, Germany, Belgium and Italy such as: Ibu Sanyang and Pepe Tirelli, two stars of the full-length skate film INSIDE OUT, pioneer Maité Steenhoudt and four emerging talents such as Noah Mahieu, Izaidy Cabral de Pina, Willow Voges and Maria Navarro.
On the occasion of the FW22 campaign, Carhartt WIP also created two playlists, available on the brand’s Spotify profile, one created by the skate team titled “Music to Skate to”, while the other is a selection of songs chosen by Lord Apex to deepen his musical inspirations.