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Escape from boredom in the Carhartt WIP campaign for SS21

An aimless journey in the name of workwear

Escape from boredom in the Carhartt WIP campaign for SS21 An aimless journey in the name of workwear

Set in a post-industrial setting in the heart of France, the new Carhartt WIP campaign is the story of three friends on a journey with no destination but with the sole purpose of escaping the restless summer boredom.

A series of static shots that make landscapes the absolute protagonists without, however, telling about any place or region. Here the items of the new Carthartt WIP collection find space, between workwear and basic without neglecting the summer touch of some printed shirts in full respect of the brand's heritage.

The campaign is directed by Joaquim Bayle and Sylvain Sey, a creative couple born right inside the Carhartt WIP store in Lille before moving to Paris to pursue their careers as filmmakers and photographers. The SS21 Carhartt WIP collection is available online and in store.